Bud Light is in the news for a small social media marketing activity which has had a spectacular impact, both large and rapid. It went viral, amplified all over social media and generating massive visibility and awareness. Every marketer’s dream in other words. Except that this one drove sales down. The decision to celebrate transgender influencer Dylan Mulvaney’s 365 “days of womanhood” led to a 26% fall in sales in a matter of days. Read More

What went wrong with the new John Lewis home insurance advertisement, withdrawn after three weeks on air following a public outcry? Did the team think they were showing a progressive form of parenting, in which boys can play at being girls or be camp or be anything they like? Brand purpose is a useful concept but this is what it looks like when brands think they are a force for social change, Read More

Coca Cola has a new campaign for 2021, plastered all over the cans, as well as everywhere else. The brand name itself has moved off the back to make room for people’s empowering slogans, new year’s resolutions, and general platitudes. It’s called Open to Better, and it’s billed as their “campaign for hope and optimism in 2021”. On-pack messages include:  

“I will take a break like never before”  

“What better time for us to be brave than now?” 

“I promise to be better just for you.” 

I like Coca Cola. Read More

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

The pandemic, and the ever-changing guidance for social interaction, has led to rapid changes in people’s behaviour. While falling revenues make it tempting to cut budgets, reduce activity and save money, some businesses have seen opportunity in the chaos. Changing behaviour is always a business opportunity, if you know about it and can move fast in response. Here are three options to consider.

+  Process and service innovation

Enforced change doesn’t have to be for the worse. Read More

Hands up those marketers who planned for a situation where some sectors simply cannot do business at all, where demand is constrained by government edict, and no amount of advertising will get people into your store, restaurant, hotel or plane. Me neither.

So, what should brands do in the Covid crisis? First, the things not to do:

1. Don’t assume you have to say anything

Maybe you should just save the money. Read More

Best practice sounds like the sunny uplands. But for marketers and brand-builders it can do more harm than good. Digital marketing looks for proven techniques, to establish “best practice”. That leads to observing and following competitors. But here’s the rub. Best practice is about doing things the right way. Brand and marketing are about effective expression of your own business strategy. No other business can show you the right way to be you.

There are some areas of business where there are right or best ways to do things, Read More

How do you get attention when you’re so familiar that people think they know you already? Two recent media stunts by established brands say it can be done – but be prepared for a backlash. “Going viral” isn’t always good news.

First, the one that worked. In November 2019 Coldplay launched their new album, Everyday Life, by announcing the track listing in the classified ads section of local newspapers. They chose papers that band members had some connection with. Read More

Here are two signs. The one on the left is in the grounds of a museum in New York City. It says, “Jousters wanted for seasonal employment. Must work knights.” Assuming it’s a bit of fun rather than a job advert, it’s delightful. A few words presented seriously can be very playful. It adds to the character of the place, at little cost.

The one on the right is closer to (my) home. Read More

Is it the job of advertising to portray society as we wish it to be? There’s a new UK rule that advertising cannot show harmful gender stereotypes. In its first month, complaints were upheld against two TV ads. 128 people objected to the way this ad for Philadelphia cream cheese showed men as incompetent carers for the baby, while three people reported this Volkswagen ad for giving all the adventurous and successful roles to men while the little lady sits with a pram. Read More