Monthly Archives: May 2013

Best Marketing Metaphor ever

This afternoon I saw the best example of marketing I have seen in ages, a metaphor for what it takes to be successful in this crowded, commoditised world. Two youngsters, dressed in jeans and the T-Shirt of the Cancer Council … Continue reading

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While writing the future proofing of marketing post recently , it also occurred to me that we have a generation of kids now becoming serious adults who have grown up immersed in the web 2.0. They are a different breed, … Continue reading

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Future proofing marketing

Marketing used to be about brands, customers, channels, pricing, advertising and the other stuff we came to terms with up to about 2004. Then it changed, and became really confusing. We progressively discovered digital devices, social media, Apps, an exploding … Continue reading

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5 rules for FMCG category marketing

I am old enough to remember doing warehouse withdrawals by hand. Heavens. Then we had early data managers automate the process, an evolution that pottered on for 25 years, through  to category management based on scan data, some of which … Continue reading

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How do we judge political performance?

This week we have had a budget, arguably the first half realistic assessment of the economy for some time, with some politically unpalatable pills swallowed. Not before time. We have also had the budget reply, which was more an election … Continue reading

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The “Twitter Pitch”

  Samuel Clemens (Mark Twain) famously opened a letter to his wife whilst “exploring” Australia with the words “I do not have time to write you a short letter, so I have written you a long one”. This statement is a pitch for … Continue reading

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Failure of commission, or omission.

On this Budget “morning after” where public spending is at 33.5% of GDP and rising, all the debate is about the detail, weather or not the  “baby bonus” should be retained, the validity of the forward estimates given recent history, … Continue reading

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