Nailing the 96%
Transcript Recently a business owner asked about the importance of logos for a company like his. He recognised the value for large consumer brands like Apple or Nike, but what about SMEs? Or companies in B2B? My answer was probably not what he expected. You see most people are aware that the logo is […]
3 Contradictions In Marketing That Aren’t Contradictions At All
Transcript In a recent video I mentioned that I struggle with ambiguity and contradiction. The trouble is that marketing’s riddled with these things. Something that makes perfect sense in one context can be a disaster in another. So if you’re also in possession of a brain that insists on making sense of everything, understanding […]
“Do Not Listen To The Bloke Down The Pub” & 5 Other Steps To Becoming A World Class Customer
Transcript Tomorrow I’ll be visiting a customer we’ve worked with for nearly 10 years. In that time his business has gone from start-up to market leader and we’re now experimenting with a variety of new product lines. It’s the dream agency-client relationship and I’d love to say that the success has happened all because […]
How The C-bomb Killed Marketing
Transcript It’s funny how as an industry we laud the vague and nebulous notion of creativity yet treat the straightforward and uncomplicatedly useful job of market research with contempt. And yet, if you listen closely to the most creative people, you’ll notice something – invariably they are the ones that know the most stuff […]
What Are You Even Optimising For?
Transcript There are lots of reasons why established organisations struggle when start-ups enter their market. At the top of that list is failure to understand that growth and profit almost always conflict, particularly in the early stages. Amazon famously lost money for its first 17 quarters as a public company, and continued to make […]
The Most Boring Channel In Digital Marketing (& Also The Most Important)
Transcript It’s an interesting paradox that the newer and less proven an idea, the more exciting it feels. While something that has consistently worked for decades inevitably fades into the background. This kind of makes sense. The new thing is unknown and therefore its potential limitless. And what’s more our competitors may not have […]
Why We Claim To Care About Ethics & Then Buy From Amazon
Transcript Do brands need to be ethical? I don’t mean for ethic’s sake. That’s up to the moral whims of the human at the helm. I mean in order to sell stuff. Does being ethical help? That certainly seems to be the popular opinion among brand experts and in digital we are always drawn […]
