All Marketing Is Viral Marketing
Viral marketing is usually taken to mean the deliberate practise of seeding ideas, which then spread - like an epidemic - from person to person. (Rather than being ‘airborne’ through mass media).
To read the full article as a PDF Click HereBrand Confidence
In my new book, one type of brand I looked at was those built upon confidence.
To read the full article as a PDF Click HereBrand Reality
Many marketing people seem to assume that brands are “made up”. They are all too aware of the deliberate construction of advertising campaigns, packaging designs, events and so on which they assume are responsible for creating the brand.
To read the full article as a PDF Click HereConsistency
Marketing at the moment reminds me of one of my son’s jigsaw puzzles, spread across the floor in chaotic disarray, often with pieces missing, several sets combined, and so on.
To read the full article as a PDF Click HereIt’s Advertising Jim, But Not As We Know It
The role for advertising has changed – or rather expanded. This month I will cover the history of this role of advertising - what people thought advertising was for - and suggest what it can be for in future.
To read the full article as a PDF Click HereMessaging – A Brief History of a Bad Idea
Everywhere you turn, the world is cluttered with marketing messages. They shout off the page, every street corner, interrupt your TV programmes, clog up your letterbox and email inbox, plaster your favourite music or sport events with slogans and logos.
To read the full article as a PDF Click HereNew Marketing News
I have been busy writing another book this month and am feeling in need of a little holiday from my regular monthly commentary. But rather than disappear, I thought I would simply share some of the more interesting and unusual examples of marketing I have been writing about.
To read the full article as a PDF Click HereOnce upon a Brand…
As novelist Terry Pratchett wrote: “… stories are important. People think that stories are shaped by people. In fact, it's the other way around.”
To read the full article as a PDF Click HereOnly Liars Need to be Consistent!
Last month I wrote about the two common approaches to integrated marketing campaigns. Both approaches are about controlling the messaging. It feels organised and rational to operate in these ways. But life ‘out there’ is messy.
To read the full article as a PDF Click Here