There is compelling evidence that when we are happier and positive we are more successful. Shaun Acker calls this the “happiness advantage" and highlights a review of 225 academic studies, by researchers Sonja Lyubomirsky, Laura King, and Ed Diener that found causality between life satisfaction and successful business outcomes. Put another away if you want... Continue Reading →
Loved by parents and children, the iconic Santa brand has retained an iron-like grip on Christmas gift delivery - at least until now. Jeff Bezos and his, trillion-dollar, Amazon brand plan to end the Santa monopoly. A festive fight comes at a difficult time for the Santa brand which is facing criticism for institutional male... Continue Reading →
For the third year the partnership between GSK and Save the Children has been voted “the most admired” by FTSE corporate and UK charity professionals. GSK already invests 20% of profits from developing regions into healthcare access, but this partnership brings something different - in particular the depth of organisational involvement. The partnership involves R&D expertise... Continue Reading →
In a recent workshop we explored the potential for 'pop-up' brand experiences to challenge and change brand perceptions. Some examples that supported our thinking are captured below. It was clear that pop-ups can offer more than short-lived publicity. Consider Kate Spade where they are a distinctive part of brand engagement or Magnum that has now... Continue Reading →
Since the announcement of the proposed merger between Sainsbury & Asda attention has rightly focused on the aim to "lower prices by c.10 per cent on many of the products customers buy regularly." What also caught my attention was the significant role Argos seems to play in the strategic fit for both Sainsbury and Walmart. ... Continue Reading →
This year's London Marathon was an incredible (if slightly hot) experience. Thank you to everyone who wished me well, donated money or put up with my emails! My fundraising will finish on the 19th May with the Gothenburg half marathon. If you can make a contribution that would be fantastic. If you can find a... Continue Reading →
Informed by recent projects with Tesco and Unilever I discussed the benefits and implications of crowd sourcing in a joint presentation with Eyeka in London last week. I concluded that there is a compelling case for inviting the crowd into most ideation projects (which enables faster and more ambitious idea development internally). In addition to... Continue Reading →
To grow your brand or business you need to get someone to change their behaviour. That could be choosing your brand in preference to others, consuming more or, perhaps, trying a new product or category for the first time. The problem is that consumers and customers can be very attached to the status quo. The... Continue Reading →
Product innovation is an expensive and risky business. Consumer reluctance to change behaviour, retailer resistance to list or competitor retaliation can all lead to defeat. Powerful, well communicated claims are therefore an important part of the brand arsenal - an opportunity to present your brand as the winning choice with less risk, time and cost.... Continue Reading →
Theresa May's campaign offers learning for any marketer carefully crafting a winning concept for an important launch. No doubt informed by surveys and focus groups her team were crystal clear on their winning benefit (the best Brexit outcome) and why they were believable (the strong, proven leadership of Teresa May). They ended up with this... Continue Reading →
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