Author Archive | Sue Imgrund

Baaaaad Brand!

Well, at least one that seems somewhat uncompromising. Stroh rum, known as The Spirit of Austria, is a brand that turns all the current 21st century must-dos of branding on their heads. From its beginnings in 1832, back in the imperial days, Stroh has made a virtue of being inauthentic. So inauthentic that it’s authentic, in fact. […]

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Especially for you

2018, the trend forecasters inform us, will see yet more leaps forward in brands getting close up and personal with their customers. Right on cue, I received the flyer above a couple of days ago, through the good old post. It’s not from a huge global brand, but from a local sports store, informing me […]

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Magnificent Men (… and women)

One major anniversary in 2018 will be 100 years of the Royal Air Force. Those who’re aware of my author-ego will know I have something of a soft spot for the RAF and I thought I’d kick off the New Year with a look at how the recruitment advertising for the RAF has reflected cultural […]

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A wonder-full 2018

I know, I know. It’s only adverts. But next year I would love to see less of platforms, engagement, driving this or that, KPIs, journeys of various sorts, digital disruption, millennials, Thought Leadership, embracing and empowering, reaching out, roadmaps, workshops, Change Drivers, seamless experiences, content, algorithms … And more: WonderFrom one of my favourite books, […]

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Boxing Day, Decade, Century?

Around this time of year, I like to get nostalgic and have a look at advertising and brand communications from days gone by. Now, forgive me if I get lazy for once, but I have found a fascinating write-up of some Christmas ads all the way from the 1980s by Mike Oughton, Creative Director 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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