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Tea times

Tea times

The 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 next
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ABC of Marketing
In marketing, sometimes the problem isn’t the problem

In marketing, sometimes the problem isn’t the problem

People don’t want (Levitt’s) quarter-inch drills. Finding the REAL need and delivering a solution for everyone: that’s the actual problem.
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ABC of Marketing
The tipping point: when does new stop being new?

The 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?
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ABC of Marketing
Time for Marketers to stop using “alternative facts”

Time 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.
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ABC of Marketing
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What are your brands’ buyers thinking about you? How do you know, and does it matter?

What are your brands’ buyers thinking about you? How do you know, and does it matter?

There is a world of difference between what someone consciously says and what they actually decide to do. This matters for brands.
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ABC of Marketing
Get noticed. (That’s it).

Get 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’
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ABC of Marketing
Three solutions for better FMCG marketing

Three solutions for better FMCG marketing

What does it take to achieve better marketing? What magic is involved in conjuring up better results? Science, plus creativity, reviewed…
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ABC of Marketing
Are you unique? Why USPs don’t matter any more.

Are you unique? Why USPs don’t matter any more.

Unique Selling Propositions don’t matter (and never have!). Distintiveness, not differentiation is what counts. Read why
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ABC of Marketing
It’s SWOT time!

It’s SWOT time!

Done properly, SWOTs can give you insights. Most are done badly though: a list of facts with no implications!
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ABC of Marketing
Measure what matters, but stay flexible

Measure what matters, but stay flexible

Companies set and measure Key Performance Indicators but don’t always stay flexible enough to notice the bigger picture. Video proof!
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ABC of Marketing
How to create a passion around sales execution

How to create a passion around sales execution

If it doesn’t work instore, it doesn’t work. Some advice on how to refine execution to help shoppers and brands
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ABC of Marketing
Keeping it simple: 4 roles for Digital for FMCG brands

Keeping it simple: 4 roles for Digital for FMCG brands

Stay focussed on 4 key roles & the 4 Cs of digital: eCommerce; Connectivity; building Credentials; Communication (specifically advertising)
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ABC of Marketing
Consistency is so important (and a pineapple is not a coconut)

Consistency is so important (and a pineapple is not a coconut)

Work hard to get impact, disctintiveness AND consistency into launch advertising. If not, it’s a waste of money.
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ABC of Marketing
Nothing is as dangerous as success

Nothing is as dangerous as success

Understand what drives success as much as what explains failure. Too many businesses believe their own hype..then make mistakes.
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ABC of Marketing
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