ABC of MarketinginABC of MarketingTea timesThe UK tea market is dynamic. What does this mean for Tata UK and Tetley tea? Here’s an outsider’s view of what (should) come nextNov 8, 2020Nov 8, 2020
ABC of MarketingThe creative power of a crisis (and how advertisers can react)Some advertisers are rising to the commercial and creative challenges of Coronavirus. Many are not (yet). They need to.Mar 22, 2020Mar 22, 2020
ABC of MarketingEverything you need to know about marketing to millenialsMarketing to Millenials is a hot topic. This short article reviews what you REALLY need to know about marketing to this demographic.Jan 30, 2020Jan 30, 2020
ABC of MarketingMarketing the little thingsMarketing works by making the ordinary less ordinary. Here’s how to add a touch of magic to the mundane, so that a brand can grow.Jan 23, 2020Jan 23, 2020
ABC of MarketinginABC of MarketingIn marketing, sometimes the problem isn’t the problemPeople don’t want (Levitt’s) quarter-inch drills. Finding the REAL need and delivering a solution for everyone: that’s the actual problem.Jul 10, 2019Jul 10, 2019
ABC of MarketinginABC of MarketingThe tipping point: when does new stop being new?I love the way brands have gone bold and bright in the last couple of years. But now too many are looking the same. When is new...old?Jun 9, 2019Jun 9, 2019
ABC of MarketinginABC of MarketingTime for Marketers to stop using “alternative facts”It’s critical for driving growth that marketing leaders are clear on the real levers of success: penetration (not loyalty) matters most.Jan 31, 2017Jan 31, 2017
ABC of MarketinginABC of MarketingGet noticed. (That’s it).Our job as marketeers is to get consumers to remember us, notice us in a shop, and buy us. That’s the primary role for social ‘engagement’Nov 7, 2016Nov 7, 2016
ABC of MarketinginABC of MarketingKeeping it simple: 4 roles for Digital for FMCG brandsStay focussed on 4 key roles & the 4 Cs of digital: eCommerce; Connectivity; building Credentials; Communication (specifically advertising)Apr 14, 2016Apr 14, 2016
ABC of MarketinginABC of MarketingHow to get an extra 5% topline growth? The answer is NOT intuitive.Most companies still make too many decisions from intution. What drives this, given the availabilty of data + analysis tools that can help?Feb 3, 2016Feb 3, 2016
