BackTHERE ARE A RANGE OF WAYS OF LOOKING AT ANY PROBLEM OR OPPORTUNITY I have seen a number of creative pitches from advertising agencies that have proposed that there solution is the best solution, if not the only solution – conveniently ignoring compelling evidence that there is never one solution and rarely a best solution. There are ...
WHEN IS A FACT NOT A FACT?
WHEN IT COMES TO MARKETING – ALL TOO OFTEN Perhaps the worst sentence opening in the English language is – “Everyone knows……’ = with the second worst being – ‘It is common knowledge that……….’! When I hear these openings danger warnings ring out in my ears, because in my experience in marketing – when ‘everyone know’ something ...
WHO CARES WHAT YOU LIKE
I DON’T – IT IS SIMPLY NOT RELEVANT WHAT YOU LIKE OR HOW YOU THINK When I was in advertising one of my more interesting experiences was presenting a series of new brand identity options to a client. It was interesting because it was inevitable exciting and frustrating at the same time. It was exciting because I ...
THERE IS NOTHING MORE IMPORTANT IN MARKETING
WHAT IN MARKETING IS MORE IMPORTANT THAN EVERYTHING ELSE? I would argue that the answer is passion – passion for what you are doing – and just as importantly – passion for your customers and potential customers. I don’t know about you, but I have had just about my fill of Steve Jobs quotes. There are so ...
LESS THAN PURE MOTIVES
THE POLLUTION THAT ARE JARGON – AND SILVER BULLETS In my last blog I wrote about the proliferation of jargon in digital marketing – something I am sure many readers find annoying. I noted how much of it was simply designed to make the user look smart. While it is perhaps more noticeable in the online environment ...
