As the world’s first owned media specialist, Sonder is leading the transformation of marketing from cost centre to a profit centre. And now it’s not just us talking about it. Marketing Week UK recently wrote an article highlighting how a number of global businesses are...
Huge budget, magnetic leading man, visionary director, action a plenty and seamless special effects. All the makings of a brilliant action movie. So why is the latest Jason Bourne movie so brain numbingly dull? If you haven’t seen the movie, it basically starts with an action...
To thrive in today’s high pressure, high expectations marketing world, you need to be more than a high performance “corporate athlete”. You need to bring another dimension. You need to bring your A-game. That is, your “Art-game”. So what is the A-game and how do we bring...
The days of hyper-aggressive competition between brands are being mollified as progressive businesses put aside competitive inclinations in favour of collaboration. Sure, healthy competition can drive people and businesses to innovate and improve. But aggressive competition, the type that blindingly seeks to destroy the enemy and...
It’s a provocative and fundamental question, one that is often neglected while we place our focus and attention on technology, social, content or whatever the latest marketing trend is. It is easy to confuse a brand with marketing. The 5, 6 or however many “P’s”...
In last week's post, ‘How to get some agency love back’, we highlighted the importance of honesty in regards to removing the systemic deception and underhand money-making practices pervading the agency landscape. Having a frank, open and respectful dialogue between client and agency will go...
Since starting Sonder a year ago, a business that focuses solely on the Owned Media space, we’ve seen the bulldog-licking-a-lemon expression a few times. It is usually in response to us suggesting that a marketer could put another brand’s advertising on their brand’s owned media...
Certainty. We all crave it and, in some cases, demand it from our colleagues, partners and suppliers. But of course, there is no such thing as certainty. As William Goldman said of the entertainment industry in 1983, “nobody knows anything”. Which is perhaps more true...
What we measure is what counts. A universally acknowledged truth is that people adapt their behaviour based on how they perceive they will be measured/compared/judged. For those of us in the marketing and communication fields, what we measure has largely defined the industry we now...
Dopamine. The neurotransmitter that is the cornerstone of consumerism. It’s triggered by the promise of a reward and peaks at the moment just prior to a perceived reward. And it’s not just major paybacks that trigger dopamine. When you reach for your mobile phone and press...
