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

Brand-building is a huge industry. From large b2b organisations through to one-person businesses, people aspire to build their brand. I meet many great businesses that don’t have in-house marketers to help them do this. There’s lots of good help available, but before you talk to them, challenge yourself. Here’s how.

1. Forget about building a brand

As an end in itself, it’s pure vanity. Think about brands you know and admire, Read More

Thought leadership | January 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

This is, reportedly, the happiest man in the world. Matthieu Ricard, a French Buddhist monk. Naturally, meditation is part of his routine. He recommends half an hour a day for everyone. For the rest of us, there’s meditation’s little sister, mindfulness, which is very much in vogue. We are supposed to be in the moment, to attain contentment. The opposite of marketing, you’d think, which is all about consumption and wanting stuff, even if it’s more about collecting experiences than bling these days. Read More

Thought leadership | October 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

A dull autumn morning in a park in south west London, in 2004. Nine men and four women line up on an improvised start line. A lean South African called Paul Sinton-Hewitt takes a photo, then calls “Go!” and the first Bushy Park Time Trial is underway. He waits while they run out of sight around the park, then clocks the first two finishers, who cross the line side by side in just under nineteen minutes. Read More

Thought leadership | June 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

How does your business think about pricing, and who sets it?  Every brand has to have a point of view about where it sits in the market, even if, like FMCG brands, the final selling price is outside your control. I recently explored the role of pricing, both tactical and strategic, and the challenge of getting the value equation right, in this article for Market Leader. Ensuring the price is right Market Leader Spring 2017 Read More


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