Author Archive | Sue Imgrund

Are your roots showing?

A long time ago, when I was still in the UK and working on the British Airways account, they set up a fascinating piece of international ‘Britishness’ research which looked at impressions of Great Britain in a number of countries around the world. This was qualitative research, and people in each country were asked to […]

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Recycle, reuse – and monks

Films and songs are constantly being remade or re-recorded, so why not commercials? The now defunct Yellow Pages did it a few years ago, and I’ve recently seen an excellent new example from Xerox. Now, I must admit that, growing up on this side of the Atlantic, I’ve never seen the original film from 1976, in […]

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Out and about

2016 was full of shocks for the pollsters and indeed, many bright young things working in advertising and marketing. How could we have got things so wrong? What? The collected opinions of my Facebook friends don’t constitute what the Great British Public is thinking? I thought that if I ‘de-friended’ a few of those people […]

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The Artist-Scientist

In my mid-teens, I’d already come up against the rigidity of the British education system which force-fits young people at an early age into boxes labelled ‘scientist’, ‘artist’, ‘linguist’ – or whatever. I rebelled against this in my own quiet way by adding Art to my science A-Levels. I wrote a post earlier this year […]

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What is retail, anyway?

Working on advertising for retailers used to be a relatively easy business. It was all about doing ads to tempt people into shops – proper bricks and mortar ones. With special offers, low prices, an irresistible range of goods, the promise of excellent service or some combination of those. Back in the early days 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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