Blinkpoints
Reading Time: 2 minutesPaul Marsden’s piece on “Thinking Fast and Slow” (thanks Hilton Barbour) raised some great marketing implications from Daniel Kahneman’s work that are well worth reading. I loved...
View ArticleBuilding a better business case for brand internally with CFOs
Reading Time: 4 minutesIt’s an old bias but a telling one. Finance people accuse marketers of only spending money. Marketers accuse finance teams of only counting it. It’s another re-run of the...
View ArticleCoffee to go
Reading Time: < 1 minuteI walked into one of my favourite haunts and they were busy – OK, frantic. Waiting staff were running everywhere trying to get things done, serving people they didn’t know,...
View ArticleA simple value equation
Reading Time: < 1 minuteMarketers put a price on something and call that its value. They arrive at that amount through a bunch of internal references – cost, margin, goodwill, disbursements … Then...
View ArticleThe Rule of Three: why profitable brands are usually very big or very small
Reading Time: 3 minutesThis article from some time back by Jagdish Sheth and Rajendra Sisodia sheds fascinating light on the business case not just for expanding brands but also shrinking them as well....
View ArticleBrand personality: how does your brand respond to parody?
Reading Time: 2 minutesTalk by Starbucks this week of “next steps” following a Comedy Central prank that parodied their name raises the question of what should brands do when the borax is poked? Aaron...
View ArticleTell your customers the history of your attitude
Reading Time: < 1 minuteIsn’t this such a great thought? “Don’t build a product, then try to market it. Instead, build a customer attitude, then build a product to match that attitude.” It’s part...
View ArticleCustomer retention isn’t just about more selling
Reading Time: 2 minutesIt’s occurred to me recently that the interesting changes in customer attitude that accompany brand commitment are not necessarily on the radar of enough companies. Consider...
View ArticleAlways be interesting
Reading Time: 4 minutesSome years back, Paul Dunay wrote a post that has always stuck with me. Be what interests people. To me, that is everything a brand strategy should aspire to, captured in four...
View ArticleBrand loyalty: do you have customers or passengers?
Reading Time: 2 minutesIt’s amazing who we forget and how quickly. I don’t remember any of the people on the bus last week. Who did I ride home with last Thurday? My mind goes blank. It’s nothing...
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