Author Archive | Sue Imgrund

Narcissistic Brands

I’ve never been a huge fan of the “brands are like people” mantra. OK, it’s a reasonable metaphor up to a point. But I start feeling queasy when people start applying essentially human terms to brands. Loyalty is bad enough, but love? And while some brands can be annoying, or provide a less than enjoyable […]

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Let’s reinvent the wheel

I’ve just downloaded the IPA’s Planning App – Fast Strategy, which is a series of tips for when you get bogged down in a particularly sticky strategic conundrum. If I was to give a hint for this deck, I’m quite keen on “Reinvent the Wheel.” I quite like the subversive idea of turning all those […]

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From Capital-list to Social-list in two decades

In the 1980s, there was pressure to be rich, especially if you were young and going places. I’m pretty sure that this was the era when The Sunday Times Rich List was born. People boasted about salaries and, in one case, a salary was even named after a person. These days, there’s pressure to be […]

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Toying with Brands

Visualising the essence or personality of your brand has always been a challenge but here is something new from JWT to help you with just that. Brand Toys combines data from Millward Brown’s BrandZ study plus real-time online buzz from Social Mention to create a toy for your brand. There are – I think – […]

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Sweet Sixteen

For one reason or another, I’ve been looking at presentations from a number of major market research agencies lately and one thing that the quant agencies are trying to do is to get a handle on the way people respond to communication emotionally. Interestingly, agencies are looking at ways of classifying human emotions or motivations […]

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Corporate Playground

I have been spending rather a lot of time at airports recently. One thing that always strikes me about airports is that they are the one public place where all the corporate ads can come out to play. Images rarely seen outside the Annual Report & Accounts or Trade Journals can present themselves to a […]

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The Price is wrong

I was pleased to hear this week that at least one of the irritating radio ads that assaults my ears here in Germany will soon be no more. The D-I-Y chain Praktiker is going to knock its price positioning on the head to go for something a little more sophisticated in terms of branding. Just […]

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Why, oh why?

“I keep six honest serving-men (They taught me all I knew) Their names are What and Why and When And How and Where and Who.” Rudyard Kipling, from “Just So Stories” Whatever field you work in, as long as it involves information-gathering, you’ll probably have come across some model, tool or principle based on Kipling’s […]

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Mimicry

Mimicry is all around us. As well as in the world of nature, mimicry abounds in bookshops, with more Harry Potter, Da Vinci Code or Twilight wanna-bees (at least from the cover picture and blurb) than you can fit in your BILLY. And, of course, if you have the good fortune to resemble any List-designation […]

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