It’s generally agreed that, to be relevant, brands have to play a role in people’s lives. And perhaps beyond that, a role in society. Havas have defined that a Meaningful Brand is one that makes a Contribution to improving the quality of people’s lives (via a number of defined Personal and Collective Outcomes) and one [...]
Every now and then, I come across a presentation or a blog post that’s a refreshing antidote to the usual marketing and advertising hubris blah-blah where toilet cleaner brands are regularly raised to the status of demi-gods.
This time it’s a presentation from Martin Weigel of Wieden & Kennedy entitled How to (not) Fail, and he’s [...]
There are all manner of Brand Rankings these days – Havas have made a big noise about Meaningful Brands, while WPP are pushing Culturally Vibrant Brands. No, say Siegel & Gale, it’s all about Simple Brands, while umpteen organisations have lists of Top Green or Sustainable Brands.
But we’re still driven by money at the end [...]
In those bygone days when I was responsible for recruiting and managing a Planning department, I was often asked by management what I was looking for in my new recruits. My usual answer was that I couldn’t spell it out, but I’d know it if I saw it.
I read a post recently by Richard Huntington [...]
One of the commonest complaints that I hear from marketers these days is that they simply have too much information and data. This over-abundance is sometimes described as a mountain or an overload, but more often than not, metaphors from the destructive world of water are used.
There’s a data deluge, or data tsunami. People feel [...]
Manifestos became all the rage in marketing circles about fifteen years ago, I think. Suddenly it wasn’t sufficient to have a plan or a strategy for your brand – a manifesto was needed. A manifesto has all the associations of action, of getting things done, of motivating, of not over-theorising and getting caught up in [...]
“It is a melancholy truth that the more expert I have become, the less my expertise is valued.”
So laments Jim Carroll of BBH in an article which questions what brand planning should be about. http://bbh-labs.com/not-doctors-but-psychoanalysts/
It’s a good article and argues that planners should be strategic psychoanalysts rather than merely strategic doctors, looking for meaning rather [...]
I think it was Adam Morgan that coined the phrase “Lighthouse Brands” some time back in the last century, as part of the Challenger Brand theory.
OK, times have changed and brands have to adapt, but I have always liked the concept of a brand as a lighthouse. And, after all, lighthouses still perform a vital [...]
Checklists and rating cards seem to have crept into just about every aspect of modern life – no sooner have you bought something over the internet, or had a conversation with a service chappie or chappess on the phone, when you’re sent some kind of rating card. Restaurants and hotels, even in the most far-flung [...]
I have been on Facebook since 2007 and, while I go through phases where either Facebook itself or one or two the users I’m connected to irritate the heck out of me, I do have to admit that this is a brand that’s made a difference to my life – and can genuinely be described [...]