Author Archive | Sue Imgrund

Burning your brand at the stake?

I read an interesting piece from Trendwatching http://trendwatching.com recently entitled Heritage Heresy, about the increasing acceptance of brands that play with, subvert or even explode their own heritage. I’m not sure that it’s a new trend or a necessity: something that brands over a certain age may simply have to do as a matter of […]

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Ranting about Ratings

Tearing opening an amazon package recently, I noticed a request to “rate this packaging”, directing me to both the UK and German amazon sites. Just out of interest, I typed in the link and left some ratings as to the size, adequacy and ease of opening of the packaging. It’s not just amazon who bother […]

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Bright sparks

Brand models have their uses. It’s good for everyone working with a brand to know what it stands for, long-term. But I have always felt that most models lack dynamism and energy. They are usually something two-dimensional on a piece of paper, with lots of words that have been carefully honed and slaved-over. When I […]

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Build me a bridge

It seems to be OK, even admirable these days to say you were useless at maths at school. Well, I wasn’t. I was good at maths, although I couldn’t add up without counting on my fingers or scribbling on paper so maybe my mental arithmetic wasn’t so hot. But when it came to algebra and […]

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Best supporting role

It’s generally agreed that, to be relevant, brands have to play a role in people’s lives. And perhaps beyond that, a role in society. Havas have defined that a Meaningful Brand is one that makes a Contribution to improving the quality of people’s lives (via a number of defined Personal and Collective Outcomes) and one […]

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My brand, right or wrong!

Every now and then, I come across a presentation or a blog post that’s a refreshing antidote to the usual marketing and advertising hubris blah-blah where toilet cleaner brands are regularly raised to the status of demi-gods. This time it’s a presentation from Martin Weigel of Wieden & Kennedy entitled How to (not) Fail, and […]

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What a difference a decade makes!

There are all manner of Brand Rankings these days – Havas have made a big noise about Meaningful Brands, while WPP are pushing Culturally Vibrant Brands. No, say Siegel & Gale, it’s all about Simple Brands, while umpteen organisations have lists of Top Green or Sustainable Brands. But we’re still driven by money at the […]

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The Perfect Planner

In those bygone days when I was responsible for recruiting and managing a Planning department, I was often asked by management what I was looking for in my new recruits. My usual answer was that I couldn’t spell it out, but I’d know it if I saw it. I read a post recently by Richard […]

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The Data Tsunami

One of the commonest complaints that I hear from marketers these days is that they simply have too much information and data. This over-abundance is sometimes described as a mountain or an overload, but more often than not, metaphors from the destructive world of water are used. There’s a data deluge, or data tsunami. People […]

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Another (New) Marketing Manifesto

Manifestos became all the rage in marketing circles about fifteen years ago, I think. Suddenly it wasn’t sufficient to have a plan or a strategy for your brand – a manifesto was needed. A manifesto has all the associations of action, of getting things done, of motivating, of not over-theorising and getting caught up in […]

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