Tesco’s launch of Jack’s last week is a long way from the old Tesco mantra, which went something like: if in doubt err on the side of the customer. Tesco could claim it is to meet a consumer need, a grocery store with a much tighter range and consequently lower prices. But this doesn’t stack up, because Tesco’s buying power is much greater than Jack’s could have alone, so it could operate those stores without calling them something different. Read More

Comment | October 2018

If all publicity is good publicity, then Nike’s recent ad featuring Colin Kaepernick is a triumph. Widespread reports of outraged Americans burning Nikes is just free media coverage – reportedly $43m worth in 24 hours. Or, you may believe most people aren’t much interested in what brands do, the shoe-burners aren’t valuable customers, and anyway our memories for controversy are short. So, like the VW emissions scandal, or British Airways misleading Virgin Atlantic passengers, Read More

Comment | September 2018

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