Some people have bigger feet than others. Some people have higher IQ’s than others. Some people have exceptionally big feet. Some people benefit from extreme intelligence. Key word = exceptionally. Key word = extreme. In fact most people have feet that are slightly bigger or slightly smaller than the average …
This post was inspired by a random lunch with a profane Welshman. I use Tweetdeck in an attempt to impose some order on the real time opinion and content assault that results from following several hundred people. Most of that content can be filed under ‘professionally useful”. Some generous, well-read …
I was very much taken by this post by Mike Arauz. It spoke to me. In fact it spoke to the reason that I joined a specialist digital agency after 19 years in advertising. Mike talks about how digital technology lets you do clever tricks. And about how ad agencies …
Innocent sent me a letter. In fact they sent my 5 year old daughter Madeleine a letter. Actually they sent her two letters. Madeleine eats loads of vegetables but hasn’t quite got her head round the whole fruit thing just yet. Innocent Smoothies for kids are the exception to that …
Clients all want their content to “go viral”. There are some obvious recurring properties of content that actually does “go viral”. But, when push comes to shove, there is still a tendency to excise those very properties from ideas and content. This is due to a natural risk aversion on …
My mother is a very bright, competent, entrepreneurial woman. But, when I was younger, she used to embarrass me in shops by acting all helpless in order to get served more quickly. She’d stand in the middle of a department store holding the item that she wanted help with in …
Customer = organisation (e.g. Tesco) that buys from a manufacturer. Buy lots of product and have a direct impact on profitability. Think one to one, two-way conversations. Think capital C. consumer = person who buys from a Customer. Buy small amounts of product and have an indirect impact on profitability. …
The day that digital marketing for fmcg brands really takes off will be the day that supermarket buyers accept it as a powerful alternative to TV. One of the most significant effects of TV advertising is its effect on this small but incredibly powerful group of people. As long as …
This has long been true of service brands. But it is increasingly true of manufacturing brands too. Once upon a time a brand was a series of values attached to a product by way of design, advertising, user imagery etc But the logical conclusion of fmcg brands entering social spaces …
Advertising = pay for distribution + control message Social spaces = relinquish control of message + hope not to pay for distribution Recipe for disaster = control message + expect not to pay for distribution
