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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...

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Building 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...

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Coffee 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,...

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A 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...

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The 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....

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Brand 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...

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Tell 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...

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Customer 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...

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Always 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...

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Brand 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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