Author Archive | Sue Imgrund

Useless, hopeless, rubbish and crap

I’ve commented before about this rather annoying tendency, and I’m going to comment again. Why do so many people in the creative industries boast about not being good at maths? Or something like physics, come to that. It’s not even – oh, I was better at English/History/Art and my maths was OK – oh, no! […]

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Nutty campaign idea

Co-creation has to be one of the marketing community’s absolute favourite buzzwords since media became social. It can be done well, of course, but all too often it ends up being terribly worthy and simply ticking all the ‘correct’ boxes. The reality of most customer reviews is that they’re minimal and rather unremarkable. But I […]

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Life’s a game?

Moving on from my last post on measurement, it makes sense to take a look at how companies and brands use games and gaming in their communication and activities. I’ve posted a little about this before, here and here. I like the way IKEA have turned something unexpected into a game in their TV ad […]

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Measurement Madness

Some of the wisest words I have read in my career come from the social scientist Daniel Yankelovich, on the subject of measurement: The first step is to measure whatever can be easily measured. This is OK as far as it goes. The second step is to disregard that which can’t be easily measured or to […]

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The content generation

I’ve always felt slightly queasy about the word ‘content’ when used in connection with creativity and ideas. As I mentioned here, my immediate association when I hear the word is with stomach contents – some kind of homogeneous chewed-up pap. Even worse is linking the word ‘content’ with the verb ‘to generate.’ The idea of […]

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Not just consuming but creating

I have always loathed the word “consumer”, particularly when prefaced by “the”. Yes, I know it’s an economic term meaning the person or people who are the end users of products and services and yes, I know it’s long-winded to talk about “the people who use Bloggo or the people we’d like to use Bloggo,” […]

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Bad Brands

In the old days, you could spot a bad brand miles off. They spilled oil, or invested in countries with dodgy regimes, or tested cosmetics on baby kittens. And, if you felt strongly enough, you could quite easily boycott them. But these days, rather like James Bond villains, the bad brands have evolved. Their villainy […]

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Which would you rather be?

For global brands, especially those in retail or fast-food, consistency is still high on the list of desired ways to communicate and behave. We want to be sure that the customer has a similar experience in each of our outlets, and that the picture of the brand he or she gets from our communication is […]

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The Age of Big Insight

The age of Big Data has been upon us for some time, with marketers and advertising rightly excited about the possibilities that the amalgamation of data – particularly “found data” in terms of the digital detritus almost all human beings leave behind in their daily lives – gives us. If you’ve been in this game […]

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A nation of shopkeepers?

In Napoleon’s day, the English may well have been kings of the retail trade, but the crown in the 21st century for the European country with the most successful retail brands goes elsewhere, according to Interbrand’s Best Retail Brands 2014.   Yes, it’s the shopkeeping Swedes who have the Top 2 places, with H&M and […]

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