If you’ve ever taken part in a rebranding project, chances are you’ve come across the values, vision and mission stage. While this sometimes feels like a game of ‘buzzword bingo’, it’s an important step in finding your brand’s purpose – the statement or belief that underpins all elements of PR, marketing and advertising. In fact, […]Read more "The power of purpose"
Journalists need proof of it before referencing a new source and politicians aim to hammer the point home at every debate. The same, it’s argued, is what marketers strive for. Marketing, in its simplest form, is meant to persuade a customer to buy a product or service, more often than not through some sort of […]Read more "Does brand authenticity really matter?"
10 years ago the Star Wars prequel trilogy limped to a close and the film franchise was as good as dead. Now, it’s all change. The history of the films’ success is widely known. Ahead of the release of Star Wars in 1977, George Lucas had already rejected a higher director’s salary in favour of […]Read more "The Force of Star Wars Marketing"
John Lewis has once again taken hold of the social media conversation with the release of its 2015 Christmas advert. Featuring a cover of Oasis’ Half The World Away by Norwegian singer Aurora, the response has generally been positive, although not without criticism or satire. The Guardian’s analysis is particularly amusing… #MoonHitler. Nevertheless, putting aside any […]Read more "Tears and laughter: how brands use emotional marketing"
Television advertising is a funny one. I’m sure those of you who watch TV during the day will attest to some of the dross that’s aired in the advert breaks. And those of you with young children are now probably shaking your heads in despair as you recall the adverts that hawk toys to your offspring. However […]Read more "Customer testimonials and crowd-sourced marketing from iZettle"
In the first of a new series, I’ll be sharing the insight from a number of marketing experts. The aim is to develop a productive and enjoyable number of posts to inspire current and future marketers, not to mention their employers or clients. And for fans of Marvel, DC or any other comic book publisher, […]Read more "Q&A: Nik Hewitt, Digital Marketing Strategist at Tank PR"
By our very nature, humans crave reciprocation. It’s seen in the number of mentions celebrities receive from adoring fans each time they tweet, to the millions that pack football stadiums worldwide. These interactions matter to us. However, we only return to them if the recipient can offer us something we value. That’s why personality in marketing is so crucial […]Read more "It may be Innocent, but its guilty of great marketing"
If you watched the thrilling Test and ODI series between the England and New Zealand cricket teams, you will have noticed the Hardys Wine idents. Sponsors since 2014, the brand were announced as the Official Wine of England Cricket in a three-year deal. And, unless you’re a complete philistine, you will know that 2015 is an Ashes […]Read more "Hardys Wine campaign plays up The Ashes rivalry"
Human to human (H2H) is an increasingly popular buzz-phrase in modern marketing. The aim is not to distinguish customers by their category (B2B or B2C) or by some generic demographics, but by developing a relationship with their personality, not their bank account. Social media is where H2H marketing can really shine. I’ve recently been following @NiveaUK […]Read more "@NiveaUK and the power of human-to-human marketing"
There’s no doubt that marketing works. It influences almost every purchasing decision we make. But how often can you pinpoint the exact campaign or advert that led you to that decision? Working for a creative agency all about making marketing happen, I am perhaps more inclined to notice the b2c marketing campaigns and strategies […]Read more "The advertising worked: a moment of self-awareness"