There I said it. That little secret every CMO knows. You are doing your marketing all wrong. And yes, I know you work incredibly hard at doing it right: spending all that money on analytics and lift studies, on brand messaging and optimizing SEM. But deep down you know something isn't right, in fact you've known this for years now, and yet it's been so hard to kick the habit. Can you do it?
All U2 and Apple needed to do was ask - to invite people to opt in. Then what turned out to be a PR nightmare for Apple could have been a coup. Thanks, U2 fans would have said. The rest of us meanwhile would have nodded in appreciation at the idea, hoping that it would be followed by a similar deal from Megadeath or Michael Buble depending on our tastes.
While there's no doubting the importance of local print media, social media is making its way into a position of more influence locally and brands need to be ready to adapt as competition for consumer time intensifies. The data shows that producing content which can be tailored for local audiences has a better chance of building trust in a brand.
Earlier this year an attorney based in Savannah, Georgia produced what has to rank as one of the most cost effective commercials of all time. Originally broadcast on his local TV station during the Superbowl, Jamie Casino's ad went viral overnight and became a global sensation. It's easy to see why.
A confession - I'm not a smartwatch fan. They're nearly all ugly, crap battery and over-engineered. Also, I like normal watches, with nice dials and nice straps. Smartwatches stink of innovation by public companies to drive sales and share value. I'm perfectly happy having a smartphone and a stupid watch.
What Tim Cook needs to do is stop trying to copy how Jobs did it and instead work on his own version of what Jobs was good at - tantalizing, beguiling and holding beautiful things up in the light and saying "Here you are, look at this. Want one? Well you can have one... but not just yet." He needs to find a new and unique way of doing it.
I applied for a job a few years ago and I got down to the last few candidates. I was very excited as it was a 'big brand' and at the final 'papal nod of the CEO' stage he began to ask me what I thought was an odd line of questioning. It started pretty early into what became the longest half hour of my life. "So Mark, have you always been overweight?" he asked.
Earlier this month saw the launch of Innovate Finance which has been created to "accelerate the UK's leading position in the global financial services sector, by directly supporting the next era of technology-led financial services innovators." ... The government has shifted focus and has its sights firmly set on FinTech.
Companies design for planned obsolescence - so that products breakdown forcing us to buy more and more often. But it was us that created psychological obsolescence. We want the newest, shiniest whatever the second it is available regardless of whether the slightly older, slightly less shiny thing is still working perfectly or is in no way demonstrably inferior.
Twenty years from now, people involved in marketing will look back on the early 21st Century and smile at how straightforward marketing used to be; a time when all we had to worry about was how to persuade people to want something enough to buy it. There are very good reasons to believe that the nature of marketing is going to change radically over the coming decades... and that it will change for good.
At Raconteur we endeavour to have honest, frank conversations with the best of the best - we feel it's important to know how different field leaders, from advertisers and business people to creatives and consumers, think about the world of marketing today. So we interviewed Heidi Taylor, Head of Government & Public Sector Marketing at PwC...
HD Personality is built to help businesses and organisations deliver customer expectations; what should lead to customer experience and ultimately customer retention... almost all the resources allocated to re-branding exercises, crisis management and PR can be saved; if brands practiced honesty and directness in their communications.
The Tour de France revels in its own history... split into several clear stories - the story of who will win a stage and the races for the yellow, green, polka dot and white jerseys, all split into 21 stages (or indeed, chapters)... the Tour de France is the only major sporting event that demonstrates such complete cohesion between event and brand.