Blog

Scenario planning – a quick introduction

Scenario planning – a quick introduction

I have yet to find the prophetic marketer who factored a global pandemic into their 2020 brand plan. And yet here we are, all having to deal with it – and the potentially protracted aftermath. If we can take anything from it, perhaps one provocation is to take a fresh...

Value does not equal price

Value does not equal price

In most European countries, consumer attention is growing on the economic fallout from Covid-19. Tracking shows that they do remain concerned about the health aspects (in particular about how businesses intend to re-open safely) but the inevitable worries about job...

Enough

Enough

John Bogle is considered one of the giants of the investment world in the 20th century. Bogle passed away in 2019 at the age of 89. But through Vanguard, the investment firm he founded and ran for decades, his legacy lives on. It’s a legacy that empowers and enriches...

Deva ju – stop fiddling with brand assets

Deva ju – stop fiddling with brand assets

Last week, the WalMart-owned supermarket chain Asda announced that it was reintroducing the 'pocket tap' into its advertising. Most Brits over 25 will remember seeing Asda ads featuring a celebrity or actor tapping their pocket twice to emphasis the chain's commitment...

Smart portfolio management

Smart portfolio management

It may not be sexy, but it is critical. Smart portfolio management can unlock success for marketers and their brands. Here's the 2nd in The Commercial Marketer series - short videos to help marketers become more confident, credible & effective.

Appealing to head and heart

Appealing to head and heart

I’m currently working with a client to help them create some marketing principles that will guide teams throughout the organisation. My client is a global business selling in a variety of very different industries – from consumer markets (where they count potential...

Evidence Based Marketing

Evidence Based Marketing

This 6-minute video brings together the most important evidence-based marketing learning which has been developed over the last decade. Plus our tips about how marketers can put these into practice to get better results.

10 years to save the world

10 years to save the world

Where to begin? The subject of sustainability is mammoth, complex, and nuanced. As marketers we’ve been struggling to get our heads around this for years. Even as I write this article during a third pandemic-driven lockdown, we have to recognise that it’s...

Crunch time for cookies

Crunch time for cookies

Brands and media agencies are wrestling with how to they’ll approach digital marketing now the days of cookies are numbered. So - what are the associated challenges & how will brands adapt to the evolving landscape? The last few years has seen an almighty scrabble...

Plan now, win later

Plan now, win later

With vaccine programmes in very different places the world over, it might seem premature to call the end of the immediate Covid health crisis. However, as the pandemic has thrown many aspects of business & consumer behaviour up in the air, its important to be...

Hidden in plain sight: the seniors opportunity

Hidden in plain sight: the seniors opportunity

Like an advancing glacier, the population structure is slowly but surely ageing. Demographic landscapes are being quietly but fundamentally reshaped. Like the glacier, the fact that progress is gradual leads us to underestimate its power. As marketers part of our job...