Looking for a New Year’s resolution? Some people eschew jargon but if you?re going to use it, make sure you have the latest. Here are some suggestions for words to bandy about, plus a few to drop.

Youthquake

Oxford Dictionary’s word of the year for 2017, defined as “a significant cultural, political, or social change arising from the actions or influence of young people”. I’d got by without it. Clearly I’m not part of the youthquake, Read More

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

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

Purpose is motivating in the abstract, essential for strategic choices, and helpful for decision-making. We all know about the man cleaning the toilets at Cape Canaveral who was “putting a man on the moon” (if you believe it). But it’s individual recognition that gives our work meaning at the personal level.

The proof is in studies done by Dan Ariely, the behavioural economist. In one, people were asked to assemble Lego Bionicles. For the first fully-assembled robot toy, Read More

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

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

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