27 Nov From zero-based budgeting to hero-based budgeting
There's always more to be done – innovation, creativity, new ideas...
Angus Frazer, Author at Sonder - Page 5 of 9
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Author: Angus Frazer
13 Nov A time to embrace tradition
It’s that time of year again – Christmas. It rolls around quickly. Evocative brand advertising, aggressive retail advertising, crowd's, anticipation and tradition. It’s an intoxicating mix for both consumers and retailers alike. Most B2C companies rely on people's Christmas gifting generosity to meet annual sales...
30 Oct What marketers can learn from self-help
Whilst it’s easy to occasionally poke fun at the self-help industry, it is now worth upwards of $12bn in the US alone. People who buy into the category are often repeat purchasers, buying multiple products and services – sometimes referred to as therapy-junkies. It’s a burgeoning...
16 Oct The $3 Trillion dollar black hole
In the paid/owned/earned media triumvirate, there is a wealth of insight and intelligence regarding paid and earned media, but very little on owned. As the world’s leading owned media specialist, Sonder is gathering insights and intel on the state of the owned media landscape. In...
04 Sep Who is TV’s best marketer?
With the exception of Don Draper, what TV character would be the best marketer in the real world? It certainly wouldn’t be Jon Snow after he nearly ruined the brand partnership between the Lannister’s and Targaryen’s. Of course, Daenerys is a strong contender, she’s got...
21 Aug How to own empathy in marketing
What a ridiculous headline – to “own empathy” goes against the very essence of empathy. But this headline was purposeful. You see, I was being empathetic to you, because marketers like to “own” things, so the headline makes it easier for you to click and...
07 Aug How Harrods is owning its media
Harrods is a unique brand – the epitome of luxury retailing, its global fame eclipses the fact that it’s one store in London. Just one. There are few shopping experiences that come close to that of Harrods. The sanctity they place on their customers is...
24 Jul The #1 thing you can do to increase your marketing budget?
A recent Gartner Research CMO study highlighted that the marketers who were increasing their budgets were the ones who demonstrated accountability and assumed more risk. Notice that this is about the person, not the business. The marketer, not the brand. So, what’s the key to...
10 Jul What do you see?
An icon? A piece of critical infrastructure? An engineering marvel? A rush hour headache? All of these answers are right, but there’s one more that sums up the shift towards inside-out marketing and an owned-media first approach to communications. You see, the bridge was built 88...
26 Jun Another impossible growth target to meet?
You’re not alone… Another financial year, another hike in growth targets. Most shareholder owned businesses are under the hammer when it comes to hitting revenue growth targets. And even when you do, the goal posts move. The targets go up again and you’re left scratching...