Author Archive | Sue Imgrund

Creative direction by numbers?

I’ve already bemoaned – or at least questioned – the use of ‘predictive software’ in the film industry, both here and here. And I see the phrase ‘data-driven decisions’ everywhere I turn, it seems. The latest company I’ve become aware of plying their wares in this are is ScriptBook whose tagline is ‘Hard Science. Better Box […]

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Don’t just find your purpose

In the current depressing political atmosphere following the UK general election, I’ve been looking around to find something more upbeat and inspiring. I get the impression that it’s time for some new blood on the UK political scene. It’s positive that the younger people turned out in greater numbers to vote than for the referendum. […]

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Imitation is the sincerest form of flattery

Passing off and faking usually involves a one-way traffic: downwards on the price scale. But a month ago – or so – an amusing story made a bit of buzz on social media as the designer Balenciaga brought out a tote bag costing around $2,000 that appeared remarkably similar to the famous IKEA FRAKTA blue bag which […]

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Holy Logo!

Reader’s Digest have recently published the third annual Trusted Brands Survey. The main survey is carried out in the US, where 5,500 people were asked which brands in 40 product categories they trust the most, and would recommend to family and friends. The study backs up, with numbers, a lot of stuff that marketers know intuitively […]

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For what it’s worth

I recently visited the Strathisla Whisky Distillery, of Chivas Regal fame, and as well as having a thoroughly enjoyable time, I was reminded of two fundamental truths in Marketing: – seeing, hearing, experiencing how food and drink is crafted can all add further enjoyment to the consumption of  that food or drink- knowing the story […]

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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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