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

Thought leadership | January 2017

That pouting blonde in the yellow bikini has attracted a lot of attention. Nothing new there. But the row about Protein World’s poster, “Are you beach body ready?” has had a lot more coverage than she has in the poster. Apparently it’s offensive. I really can’t see why it’s more offensive than a Dove ad.

How can I say that? Dove and its campaign for everyday beauty has been hailed as some sort of feminist icon. Read More

Comment | May 2015

Most brand managers want their brand to evoke strong feelings. We naturally want our customers to like the brand, to feel attached to it. Books have been written and careers have been built on the idea of brand love. But let’s be honest: as a human being, rather than a marketer, how many brands do you really care about? Love?

When Coca Cola changed its formulation in the 1980s, Americans rose up in horror, Read More

Comment | November 2014

The death of the 30 second TV ad was recently declared (again), this time by an advertising guru, Trevor Beattie. Yes, online overtook TV in its share of advertising spend some time ago, and YouTube is now the second largest search engine, as Google love to tell us. Along with the rise of social media and two-screen activity, Sky+ and TiVo, it seems quite plausible that the TV commercial should be replaced by advertising that we either choose – like online search – or can’t avoid – like the first five seconds on YouTube, Read More

Comment | May 2013

How brands grow: what marketers don’t know, by Byron Sharp

Based on analysis of twenty years of rigorous purchasing data from many categories and markets, this book debunks some of the myths about how marketing builds business success.  An Aussie academic who worked with the great Andrew Ehrenberg of London South Bank University, Sharp shows how a lot of marketers focus on the wrong things, and tells you what you should focus on. Read More

Books | July 2012