Category Archives: Marketing

Why clever communications propositions usually aren’t

It’s much easier to originate a great creative communications idea from a strong proposition. Communications propositions should be as creative as the creative ideas they inspire. Too often, they are anything but. In an earlier blog, I talked about how … Continue reading

Posted in Advertising, Brand positioning, Brand strategy, Communications, Marketing | Tagged , , , | 2 Comments

What makes a great communications proposition?

However unfashionable it may be, I am inclined still to think of the ‘proposition’ as being the heart and soul of any communications brief: the single thought that, if absorbed by our ‘target consumer’, will engender the response we seek. … Continue reading

Posted in Advertising, Brand positioning, Brand strategy, Marketing | Tagged , , | 7 Comments

Why would a market researcher tell you not to commission market research?

We all know Lord Leverhulme’s pronouncement that ‘Half the money I spend on advertising is wasted, and the problem is I do not know which half’.  You might expect me to suggest that the good Lord would have known ‘which … Continue reading

Posted in Advertising, Brand positioning, Brand strategy, Business management, Communications, Consumer insight, Market research, Marketing, Qualitative research | Tagged , , , | 1 Comment

Let’s talk about growth

Agencies talk about using creativity to drive business, but are mostly passive servants of their clients’ cost-cutting agenda.  Does it have to be that way? I’m no economist, but I guess I’m not wrong in understanding that a business has … Continue reading

Posted in Brand development, Brand strategy, Business management, Consumer insight, Marketing, Uncategorized | Tagged , , , | Leave a comment

I’m a celebrity (in an ad), get me out of here

Why do we love some ads featuring celebrities and hate others?  Is resorting to celebrity endorsement the lowest form of advertising, a substitute for a real idea, or can using a celebrity make an idea and a brand come alive?  … Continue reading

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How crowd sourcing, neuroscience and behavioural economics are changing everything… or maybe not

TV is dead. The world is in Beta. It’s all about multi-screening. What’s our ‘social’ strategy? Crowd sourcing is the way forward. ‘Advertising’ is dead. The world of marketing and communications can’t get enough of Bright Shiny Baubles. Ours is … Continue reading

Posted in Advertising, Brand positioning, Brand strategy, Communications, Consumer insight, Creative development, Market research, Marketing, Qualitative research | Tagged , , , | 3 Comments

If you don’t ask, you’ll never know: the powerful inspiration for brand communications that marketing ignores

I’ve been reading ‘Creative Mischief’ by Dave Trott, a collection of observations, recollections and anecdotes that’s a treasure trove of basic truths about advertising and the creative process.  It’s insightful, inspiring and entertaining in equal measure. I was fortunate enough … Continue reading

Posted in Advertising, Communications, Consumer insight, Creative development, Marketing | Tagged , , , , | 4 Comments