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What makes a brand?

Lest we forget : I think we've typically thought about marketing as the creation of moments - communications, events, spectacles, launches, etc. Similarly, I think these moments make up only a very small part of the view customers have of a brand...

Posted Feb 05 2008, 04:34 PM by Robin Grant with | with 1 comment(s)

Filed under: key insights, planning

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How to do Direct (and Digital)

Shaun McIlrath, Creative Director at Hurrell and Dawson on how to do Direct : it is your job to help your clients be uncorporate - to be human. You can do it through comms, or by working within the company to help make it more accessible and helpful to...

Posted Jan 18 2008, 08:42 AM by Robin Grant with | with 2 comment(s)

Filed under: agency landscape, key insights, planning

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Why the social object is the future of marketing

Hugh MacLeod with a seminal post on social objects : From now on you won’t have the TV Commercials to rely on to start your conversations. People are ignoring you. The only way your product is going to spread is by word of mouth. The only way it’s...

Posted Jan 03 2008, 11:10 AM by Robin Grant with | with 1 comment(s)

Filed under: key insights, planning, viral and buzz marketing

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Of course advertising is expensive, that's the bloody point

Rory Sutherland, again : There's no point in being a peacock with a moderately good tail. Go for great or don't bother at all. That's the principle that creatives understand and accountants don't. Subscribe to Advertising 2.0 by email...

Posted Nov 16 2007, 05:10 PM by Robin Grant with | with no comments

Filed under: key insights, planning

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Emotion is the greatest form of interaction

Richard Huntington : So why is the simplest form of human interactivity somehow seen as illegitimate in the armoury of the interactive marketer? Why can’t the technology that we all delight in be used to bring emotion to the brand relationship not...

Posted Nov 15 2007, 11:35 AM by Robin Grant with | with 4 comment(s)

Filed under: key insights, planning

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When good marketers turn bad

I'm still catching up with the last couple of weeks' reading, and this is not to be missed . Rory Sutherland concludes: I am a massive advocate of more refined targeting of messages, and of discreet media used to tell complementary brand stories...

Posted Nov 14 2007, 04:14 PM by Robin Grant with | with no comments

Filed under: key insights, planning

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Branded Utility - the NYT version

Today's New York Times has a great article focusing on how Nike increasingly is spending less on conventional advertising and more on doing useful things for people. Just do it . Subscribe to Advertising 2.0 by email or RSS

Posted Oct 14 2007, 11:24 PM by Robin Grant with | with 1 comment(s)

Filed under: key insights, planning

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Consumers to advertisers: Benefit us or else!

Max Kalehoff : we must ask ourselves one thing: are we serious about delivering relevancy and value? Are we ultimately benefiting consumers? If not, then we have a serious problem. Subscribe to Advertising 2.0 by email or RSS

Posted Oct 04 2007, 01:39 PM by Robin Grant with | with no comments

Filed under: key insights, planning

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The IAB's new Brand Engagement study

Guy Phillipson, the IAB's chief executive : Predictably TV is still king, but online clearly performs well – especially on the key ‘trust’ metric – so it’s important that that FMCG advertisers allocate greater proportions...

Posted Sep 28 2007, 01:03 PM by Robin Grant with | with no comments

Filed under: key insights, marketing and media spend, online advertising, planning

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Influence Ripples

David Armano on Influence Ripples and Social Media Fragmentation : Successful personal and corporate brands alike will be the ones who take a holistic view when creating, maintaining and amplifying their ripples. This means avoiding the temptation to...

Posted Sep 25 2007, 07:43 AM by Robin Grant with | with no comments

Filed under: key insights, planning, social networks, viral and buzz marketing

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Network effects

Neil Perkin on social networks and what they mean : Networks are fundamentally changing the profile of our communication and the way trends propagate. ' Exhaust data ', ' phatic communication ' - hugely powerful forms of communication...

Posted Sep 22 2007, 06:19 PM by Robin Grant with | with no comments

Filed under: key insights, planning, social networks

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Is advertising broken?

Gareth Kay asks ' Is planning broken? ' The sole responsibility of the planner is to ensure that the work works. Yet all the data suggests that this is clearly not the case. As my title suggests, we may as well be asking 'is advertising broken...

Posted Aug 18 2007, 12:25 PM by Robin Grant with | with 6 comment(s)

Filed under: key insights, planning

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Why we buy the what we buy

Time sums up somes up some recent research : Children given the same French fries and chicken nuggets in different packaging preferred the taste of the food delivered in McDonald's wrappers. "Ideally, a manufacturer increases the quality of a...

Posted Aug 18 2007, 12:19 PM by Robin Grant with | with no comments

Filed under: key insights, planning

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Human conversations

Etsy's Robert Kalin : corporations try to sanitize all their outgoing messages for the sake of keeping face. It is very easy to identify this kind of behavior. Whenever you read something... ... and it sounds like a series of pre-made phrases strung...

Posted Aug 17 2007, 02:53 PM by Robin Grant with | with no comments

Filed under: key insights, planning

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Marketing's new key metric: Engagement

Forrester's new report looks pretty good : The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process. As consumers' trust in traditional media diminishes, marketers need a new approach...

Posted Aug 13 2007, 05:08 PM by Robin Grant with | with 1 comment(s)

Filed under: key insights, marketing and media spend, planning

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What makes a brand?

Tag Filter

How to do Direct (and Digital)

Tag Filter

Why the social object is the future of marketing

Tag Filter

Of course advertising is expensive, that's the bloody point

Tag Filter

Emotion is the greatest form of interaction

Tag Filter

When good marketers turn bad

Tag Filter

Branded Utility - the NYT version

Tag Filter

Consumers to advertisers: Benefit us or else!

Tag Filter

The IAB's new Brand Engagement study

Tag Filter

Influence Ripples

Tag Filter

Network effects

Tag Filter

Is advertising broken?

Tag Filter

Why we buy the what we buy

Tag Filter

Human conversations

Tag Filter

Marketing's new key metric: Engagement