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...
“Marketing does not typically earn revenue, it is usually a cost centre. But marketing has some fantastic assets, which you can use for your brand, but if there is a way you can monetise those assets for the benefit of the business, why wouldn’t you?” These...
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...
You know time’s are a’changing when…media owners start loyalty programmes in a bid to retain their audiences. That is exactly what Sky TV have recently done in the UK. With the proliferation of content comes the proliferation of audiences and in a first for the...
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...
Faced with what the CEO calls “a softening casual dining market”, London’s 50-year icon Pizza Express has re-invented itself as a place to eat and be entertained. The food hasn’t deviated from the successful formula but they have found a way to differentiate from a...
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...
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...
Continuous delivery is a software engineering term for an approach in which teams produce software in short cycles, ensuring that the software can be reliably released at any time. The leaders in this approach are the biggest tech companies in the world: Amazon updates their...