Airbnb’s “We accept” spot during the Superbowl and Lyft’s $1m donation to the American Civil Liberties Union were among several pro-immigration responses from brands after President Trump’s travel ban was announced. UK fashion retailer Jigsaw launched its Autumn Winter 17 range with ads saying “Jigsaw loves immigration”. Mainstream brands like Aviva, Target and Verizon are big on supporting Pride and LGBTQ rights. Others talk about mental health at work. The Marketing Society promotes these agendas as if they are the only marketing strategy you need. Read More

Comment | August 2018

Heinz Salad Cream is reportedly changing its name to Heinz Sandwich Cream. This is, we’re told, because people use it more in sandwiches than on salad. But if people have already figured out they can use salad cream in a sandwich, there’s no need to change the name.

Marketers seem to forget that most people think more about whether to pay for one hour or two in the car park, where there’s 50p at stake, Read More

Comment | July 2018

Bud Light’s Dilly Dilly campaign is a useful reminder that Britain and America are divided by a common language. Apparently it’s a big hit in the USA, where the medieval background to the ads connotes Game of Thrones and is therefore, presumably, quite cool. Whereas here in the UK, any self-respecting beer-drinker who shouts “Dilly dilly!” in a bar can expect a lifetime of mockery.

Coca Cola is another global brand that’s traditionally been loved for its upbeat American values. Read More


There’s a sort of Elon Musk cult on Quora, with questions like: How did Elon Musk learn so much? Is Elon Musk a visionary or just a crazy man? Does he think ten times faster than other people? Why doesn’t he wear the same outfit all the time like Mark Zuckerberg does? Does he take vacations? And also: Has Elon Muck committed any crimes? With Elon Musk hurting so many people’s business, how does he stay safe from people that want him “gone”? Read More

Comment | May 2018

Coca Cola is selling alcoholic drinks in cans. Only in Japan, and it’s low alcohol, but it’s still something I could not have imagined from The Cola Cola Company twenty years ago. It’s reported this week that they are experimenting with a uniquely Japanese alcopop called Chu-Hi, containing alcohol, fizzy water, and flavouring.

This tells us one thing for sure, and a couple of maybes. For sure, this looks like a level of flexibility being permitted in local markets that has not been seen since the sacred formula was standardised and the syrup production process centralised. Read More

Comment | March 2018

Paperchase is in the news for the wrong reasons. They ran a free gift-wrap promo with the Daily Mail last weekend. It’s news because it triggered a campaign against them on Twitter. This in turn prompted them to tweet, “We now know we were wrong to do this – we’re truly sorry and we won’t ever do it again. Thanks for telling us what you really think, and we apologise if we have let you down on this one. Read More

Comment | November 2017

The hurricanes that hit the Caribbean and southern US states in recent weeks created an opportunity, uncomfortable though it is to say so. But businesses that grab the short term revenue opportunities risk long term damage. By contrast, those that put people and their needs ahead of a fast buck can earn approval and support that lasts for years.

A natural disaster presents an obvious business opportunity. Urgency and scarcity remove price sensitivity. Read More

Comment | September 2017

Packaging is the always-on media channel of supermarket brands, a powerful signal of a brand’s honest intentions. But that message can be subverted, or can simply go a bit awry. Strong brands caught in errors or misdemeanours need not worry. They will always be forgiven.

Dorset Cereals is a successful premium-priced brand with a distinctive proposition backed up by great products. Honey Granola is my favourite. They’ve just made a subtle pack design tweak. Read More

Comment | May 2017

What’s going on in the airline business?  It’s not just United man-handling passengers like excess baggage, or refusing people in the wrong clothes. British Airways is also attracting a lot of the wrong sort of attention for the changes it’s made to its short haul food service. While these airlines chase efficiency to reduce fares, Michael O Leary’s Ryanair has seen the customer service light, with a cheesy but seemingly sincere TV ad saying they won’t treat you mean any more. Read More


The latest #fakenews is that Waterstones have opened “unbranded bookshops”. Despite what many trustworthy sources are reporting, Waterstones, the last remaining chain of specialist bookshops on the high street, have done nothing of the sort. The real story is that a national retail chain is creating hyper-local brands, one-off retail outlets seemingly tailored to their location.  If they deliver on what those brands promise, they’ll be doing us all a favour.

Southwold Books in Suffolk, Read More

Comment | March 2017