Author Archive | Sue Imgrund

From Brand Image to Brand = Image

I’ve got to the stage in my career where I expect there are far more planners who have come after me than have come before me. But one planner who came before me and is still active thinking, writing, strategising and planning is Paul Feldwick. Paul was one of the early BMP Planners in the […]

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The Cluetrain comes of age

The Cluetrain Manifesto first surfed onto the internet (as you did then) in 1999, meaning that this famous piece of business literature has now come of age. A somewhat Lutherean piece, with its 95 theses, the manifesto explored the impact of the internet on marketing and corporate communications. The idea running through is that online conversations […]

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Ads are made by fools like me

Back in the 20th century, Ogden Nash wrote a parody of Joyce Kilmer’s famous poem, ‘Trees’ in which he stated: I think that I shall never seeA billboard lovely as a treeIndeed, unless the billboards fallI’ll never see a tree at all.  And in a recent article in Campaign, writer and director Paul Burke also […]

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Shudder

Three cheers for Sheryl Sandberg!A while ago, I wrote about how the harmless qualitative market research technique of ‘brands as people’ seemed to have erupted into a full-scale industry – ‘people as brands.‘ I let out a quiet ‘hooray!’ as I read this article which quotes Ms Sandberg’s answer to the question of how business people […]

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Speed Queen

Procter & Gamble are still sending me Victoria magazine, with its yoga for the over 50s, handy household tips, myths about bladder weakness, menopause horror stories and patronising advice on how to use Facebook. I’ve blogged before about how dreadfully depressing this all is. As a complete contrast, here’s part of a smashing brand campaign from […]

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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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