There’s a lot to be learned from the military and the world of sport when it comes to good marketing strategy and planning. The ancient Chinese military strategist Sun Tzu’s The Art of War should probably be textbook reading for all marketers. I remember wondering why my boss at Sony gave me a book about the masterminding of the logistics … Read More
Periscope, Meerkat and MyEye, worth a try
Video was backed by most as a hot trend for 2016, but YouTube, Vimeo and co aren’t the only tools being used by marketers. Andy Adamson of WEB, a web design and technology company that I’ve worked with on several projects, gives an overview here of some emerging mobile video apps that are worth taking a look at. “Currently we … Read More
Is print dead in the digital age?
The Royal Mail’s recent research, ‘The Private Life of Mail’, investigated whether printed materials are still relevant in the ‘digital age’ of marketing. Flock Creative, with whom I’ve worked on several projects, and I jotted down our own thoughts. Me: “Print is able to meet some of our senses that online can’t.” Too often these days people go for … Read More
Bumper sticker vs. marketing philosophy
As the late US cartoonist Charles M. Schulz, of Peanuts (Snoopy, Charlie Brown and co) fame, once commented: “there’s a difference between a philosophy and a bumper sticker.” No matter which shiny bumper sticker featuring a slick slogan is stuck onto a business to attempt to position it in the marketplace and differentiate it from its competitors, it is the … Read More
Mind the brand gap
These days the term brand is possibly even more misunderstood and misused than the word marketing. For many, it simply means logo. If you’re lucky, they might even think it’s about colour palette and fonts. As Rita Clifton, the doyenne of branding, has said: “to equate brand with such superficial cosmetics is the equivalent of saying that people are really … Read More