Author Archive | Sue Imgrund

Live to work to live

I realised, with a large gulp, that this year, I’ll have been a strategic planner for 30 years. I’ve been in this business longer than many of today’s top brands have been around. There was no amazon when I started, and certainly no Google or Facebook. No one was wittering on about platforms, except for the […]

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Is segregation progress?

Back in the last century, the sexes were segregated – certainly when it came to books and learning. There were boys’ schools and girls’ schools, and at universities, women’s colleges and men’s colleges. I considered myself lucky to be growing up when all that was changing, and even made a little bit of history myself […]

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Circle of Life

So many years have passed since the word ‘sustainability’ entered the language of business that I believe many people have forgotten the difficulties they may have had in understanding exactly what that word means. Although I use the word, it’s one I’ve always had misgivings about. It’s a heavily-laden word,  weighed down by its own […]

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The Funeral of a Computer

I’ve said before that one of the hazards of being a trend forecaster is that sometimes, you get it wrong. But apart from the nuclear bomb and the new ice age, there’s very little in the predictions of these teenagers, asked in 1966 by the BBC’s Tomorrow’s World what life might be like in the year […]

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Tack, Ingvar!

(Image via newsroom.inter.ikea.com) Many of my readers will know that two brands have dominated my working life: Saatchi & Saatchi, and in the 21st century, IKEA. The sad news from Sweden this weekend is that the IKEA founder Ingvar Kamprad has passed away in his sleep at the grand old age of 91.  I have […]

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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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