Elections are popularity contests. There’s only one winner.  Successful marketing is also about being chosen, so is it a good strategy to be a bit Marmite? Or is it better to avoid extremes and be acceptable to all?

Many a brand manager claims that success will come from building a small but immensely loyal following. Marmite embraced the fact that some people can’t stand the stuff with its “Love it or hate it” advertising. Read More

What do you think when you hear the name Quality Street? What do you feel? If you’ve grown up in the British Isles, it’s part of Christmas, though you probably forget about it all the rest of the year. But it’s a case study in brand longevity, with some surprising lessons for brand managers today.

1. There’s no need to obsess about a name

Was there ever a more mundane brand name than Quality Street? Read More

Even great brands make mistakes. A few years ago Waitrose installed hot drink dispensers in their stores. Anyone with a myWaitrose loyalty card could help themselves. Money-saving websites flagged the offer on their freebies lists. MyWaitrose membership grew from 4m in early 2014 to 6.5 million three years later. But not everyone was pleased. Aside from concerns about careless trolley-drivers with a hot drink in one hand and their phone in the other, regulars were troubled by the queues of “irregulars” Read More

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

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

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

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

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

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

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