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What’s a brand problem?
I’m always fascinated when people tell me they have a brand problem – because I’ve seldom encountered one. I’ve encountered a whole range of business problems however that addressing the brand can fix....
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Making the second sale
People say the first sale is the hardest to make. You have to find the right person in the right company, you have to catch them at the right time in the right mood, make your pitch, you have to...
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CEO discretion is advised
Further to the post of a couple of days ago. One of the great temptations of the online age is that you can gain attention. A lot of attention. Very quickly. Do something outrageous – in the case of...
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How should we rethink the advertising industry?
I enjoy seeing people poke business models, but it’s important that when you look to disrupt a business that you do so without assumptions. The call by Marc Ruxin of Universal McCann to rethink the...
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Funnel vision
It’s always fascinating to compare how you see your place in the market with how others see you. Warren made this astute observation the other day. If you’re in a very small market like New Zealand and...
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Joining the dots
Jeff Bullas’s piece on whether Google’s new Google+ marks an all-out war between Facebook and the search giant for dominance in social media raises some important issues. Bullas points to the demise in...
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Who’s afraid of commitment?
Christine responds to my observations about the “war of the worlds” with an observation of her own that could well prove a dilemma in the making, although not an immediate one. As the big social media...
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“Why do they only look like that in the ad?”
You want to tell the best story you can, to showcase your product in the best light, to prefer you over others. So you show the optimistic end of what you deliver. The burger looks generous and juicy....
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Everything to no-one
Great question by Paul Dunay: Is sentiment making brands stupid? As the writer points out we are increasingly obsessed with using monitoring tools as virtual tea leaves to try and read the sentiment of...
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Seeing past the problem
By Mark Di Somma Every transformation programme I have ever worked on has been set in motion by a problem. And in every case the issue that has galvinised action and that everyone is so focused on...
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