Markéting

Where There's Mystery, There's Margin

Justin Billingsley | Posted 09.09.2014 | UK
Justin Billingsley

The commoditization spiral has a gravity that slowly pulls all brands towards it. In that spiral these brands, these products and services, are compared on rational terms alone - price, performance, quantity - and the lowest cost manufacturer wins.

Until Brands Get Smart, It's Not Time to Ditch Your Stupid Watch

James Connelly | Posted 04.09.2014 | UK Tech
James Connelly

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.

If the Brain Has Changed, Our Game Can't Remain the Same: Five Ways Brands Must Change

Dan Machen | Posted 03.09.2014 | UK Tech
Dan Machen

Concern over technology affecting our brains persists - and is getting louder and more dystopian... we are connected more, but retaining less - how many phone numbers can you recall now?

New iPhone Six Leaked - The Importance of Surprise and Theatre

Neil Gibb | Posted 27.08.2014 | UK Tech
Neil Gibb

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.

Does Being Overweight in Business Mean People Take You Less Seriously?

Mark McCulloch | Posted 20.08.2014 | UK Lifestyle
Mark McCulloch

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.

Tech City or FinTech City? We Have a Decision

Daniel Lowther | Posted 19.08.2014 | UK Tech
Daniel Lowther

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.

The Magic Men Making Us Broke

Vivi Friedgut | Posted 12.08.2014 | UK Lifestyle
Vivi Friedgut

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.

How To Grow Your Business

Sloan Sheridan-Williams | Posted 05.08.2014 | UK
Sloan Sheridan-Williams

Starting a business today is far tougher than a few years ago, not only do you have to know your business, you have to know how to market your business within your budget in a world where companies are spending tens of thousands on marketing and branding.

The Rise of the Circular Marketer

Nick Liddell | Posted 05.08.2014 | UK
Nick Liddell

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.

Is There a Weekend Anymore and What the Hell Can I Do to Switch Off?

Mark McCulloch | Posted 05.08.2014 | UK Lifestyle
Mark McCulloch

Like most of you reading, this I am on the professional treadmill of getting around four hours real sleep a night whilst juggling your iphone, kids and personal lives with any of the proverbial plates crashing at any possible moment.

Tech and Data Sells - Exciting Times Ahead for Today's Retailers

Victoria Fox | Posted 02.08.2014 | UK Tech
Victoria Fox

Some of the biggest retail brands in the country that the UK retail market, across categories, is in a process of evolution. The next stage of progress depends on how well new technologies are integrated into the overall retail experience.

Engagement Is the Number One Metric in Marketing

Raconteur Media | Posted 29.07.2014 | UK
Raconteur Media

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 the Future of Brand Leadership

Ehsan Khodarahmi | Posted 28.07.2014 | UK Tech
Ehsan Khodarahmi

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.

Secret Cinema Basically Demonstrates How To Do PR SO Wrong

The Huffington Post UK | Posted 26.07.2014 | UK

Secret Cinema have cancelled their second night performance, yet again giving just a few hours notice to the audience who had paid to come on Friday n...

Beyond The Valley: Mobile Mutated Your Soul

Jay Sorrels | Posted 24.07.2014 | UK Tech
Jay Sorrels

Mobile is the answer... it's how 87%+ of people even in the UK connect with their world, and therefore, brands. Messaging Apps are not some kind of magic hippo chow that lets marketers get up in people's grilles again in the same way in a new place... Messaging and mobile are a filter for fail.

The Tour de France: Sporting Event Meets Branding Masterclass

Jack R. Miles | Posted 23.07.2014 | UK Sport
Jack R. Miles

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.

Is the future looking rosé for Direct?

Matthew Heath | Posted 10.09.2014 | UK
Matthew Heath

A trip to the Cannes Lions Festival provides a great opportunity to sit back and mull over the changes in the world of brand communications over the last decade. So, glass of rosé in hand, I can give you a (not rosé-tinted I promise) perspective on the direct category.

21st Century Content

Raconteur Media | Posted 08.09.2014 | UK
Raconteur Media

To be a master marketer, you have to be a master of content. But the 2014 forecast study by the CIM reported that only "44% of B2B marketers have a documented content strategy". The numbers suggest that thinking caps aren't on - marketers are pushing out content to tick boxes but floundering when it comes to producing strategic material that helps to achieve real business objectives.

The Three Best Pieces Of Advice I've Ever Received

Martin Nieri | Posted 05.09.2014 | UK
Martin Nieri

On Sunday, The Huffington Post UK turned three. To mark this occasion, the front page carried the three best bits of advice business leaders have ever been given in the pursuit of success. In the same vein, then, I'm sharing the three tips I've distilled from my twenty years working in the advertising and marketing industry...

What Brands Can Learn From Dolly Parton

Joanne Nye | Posted 01.09.2014 | UK Entertainment
Joanne Nye

We all know she's had plastic surgery, wears wigs, and has spent a fortune on her looks, as she so often quotes 'it takes a lot of money to look this cheap!'... The next thing you'll know, there will be a degree course in how to build a brand the Dolly Parton way.

The Mindset Shift Needed for Successful Content Marketing

Raconteur Media | Posted 31.08.2014 | UK
Raconteur Media

Being honest, you can only cut through the noise if you're willing to adopt a publisher's approach - placing the reader at the centre. That's because when it comes to producing content, publishing values trump marketing values - relevant, engaging content is inherent in the very philosophy and execution of the business of publishing...

Cash-Obsessed and Emotionally Manipulative: Have the Public Had Enough of Charity Marketing?

Natalie Nezhati | Posted 31.08.2014 | UK
Natalie Nezhati

With so much uncertainty surrounding their funding, charities are feeling real pressure to secure donations but emotionally manipulative advertising strategies can cause more than just irritation. They risk saturating us with so much suffering that we end up tuning out completely.

Facebook Mood Manipulation Is Bad for Us All

Matt Churchill | Posted 30.08.2014 | UK Tech
Matt Churchill

What they did was not ethical. By testing out a theory on unsuspecting users, they were deliberately interfering with the choices they made, whether it is in terms of what status updates they published or what content they interacted with. That doesn't sit right with me.

People, Not Patents

James Caan | Posted 29.08.2014 | UK
James Caan

What really matters is how the idea is executed. That's what makes the difference. Things like your brand, your marketing, the attention you pay your customers, and crucially - the passion you have for the idea - are what make your proposition unique. Success is built on people, not products or patents.

Which LGBT Tourists Most Want to Travel to Pride Events? (The Answer Might Surprise You.)

Ian Johnson | Posted 25.08.2014 | UK Lifestyle
Ian Johnson

'Gay Pride' events have become big business, especially for tourism marketing offices who increasingly promote them to shine a spotlight on their destination in a competitive LGBT (lesbian, gay, bisexual, transgender) tourism market...