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
Last year we interviewed senior marketers across a range of industry sectors about how they approached their annual planning process, the perils and pitfalls, and their top tips from years of experience. The result is this article which was published in Market Leader, the strategic marketing quarterly. Stress-free planning Market Leader June 2016 Read More
Even the most consumer-focused marketers will be tempted, or pushed, to get people to pay more for less this year. Pricing will be a major issue, as cost increases caused by the weak pound feed through. How should marketers express the voice of the consumer inside the business in the face of this pressure? Being consumer-focused doesn’t mean defending low prices at all costs. The key thing is, whatever approach you take, brand champions must ensure there’s no long term damage. Read More
“There were two Santas at school today,” said my five-year-old. She was just coming to the end of her first term at school. My pleasure in hearing Santa had come calling was rather tempered by finding out there were two of the old fellas. How could they mess up so badly? They’ve ruined it for all those children. What do I tell her now? Before I could collect my horrified thoughts, she piped up again. Read More
Algorithms are distorting the news and, maybe, damaging democracy. So says everyone (that’s to say, everyone in my filter bubble). Personalisation can take us to an online world perfectly in tune with our preferences, interests and opinions, in which everything feels relevant and nothing is dissonant. Bad for democracy it may be, but it’s the holy grail of marketing. What’s more, it can be done by machines, thanks to online analytics and algorithms. But marketers are not redundant just yet, Read More
Disruptive innovation seems easy for start-ups and feels threatening and difficult for established businesses. But they can do it too. Here are five guiding principles to help you.
First, think of being disruptive as an outcome, not a strategy. It’s rarely an end in itself. No, not even for Uber. I’m sure their funding pitch talked about being disruptive but the essence of the idea was using mobile technology to match capacity with demand in real time. Read More
As you came through airport security this summer, did you pop one of those smiley faces as you scooped up your bags and swung past towards your departure gate? The company behind them, HappyOrNot, says that using faces rather than numerical scores increases positive ratings. That seems appealing. But it misses the point. Positive ratings are over-rated.
There’s a host of reasons for low scores, from ad hoc operational failures through to structural factors that are slow or costly to change, Read More
Marketing Week recently claimed that marketing and sales are pretty much the same these days (lead article on 12 May 2016). They are wrong. It is a dangerous idea. The more a company believes marketing and sales are the same thing, the harder they will need to push to persuade customers to buy. And if they think marketing is about persuasion, or even about communication, they are in big trouble. Read More
Many business people are surprised and shaken by the out vote. That’s regardless of which party they supported at the last election. Labour fans are blaming Cameron for promising a referendum in the Tory manifesto, and those who voted him in for letting it happen. Pro-EU Tories are blaming him too for the naivete of that pledge, but also wondering how all those Labour voters in the midlands and north came to side with the likes of Boris and Nigel – hardly their natural bedfellows. Read More
Is this the most cringe-worthy brand launch event ever? It’s Siemens 120-year-old healthcare division’s rebranding to Siemens Healthineers. Brand and company names get attention because they signal what’s inside. That leads to the fallacious logic that if you change the name, what’s inside will change too. Sometimes it doesn’t work out well. Like when Royal Mail became Consignia. Or when PwC’s consulting division became Monday. That lasted until Tuesday, when they were swallowed up by IBM Global Services. Read More