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December 19, 2018

It's the season of goodwill and giving so I wanted to share a story that has both of these attributes at its very core. It's also a story that is uplifting and I hope it fills you with as much optimism for the new year and the future, as it did for me.

It starts with a question about tax.

Yes I know! That doesn’t sound very goodwill at all, but bear with me...

September 27, 2018

I want to bust the theory that cause marketing is just about a transactional approach.

There are so many different ways to approach it, so I wanted to share some of these methods and examples with you. Here are 12 different approaches to whet your appetite. 

Smart operators use a combination of approaches to max their impact.

1. Sponsorship/licensing/co-bran...

Last month I attended a screening.

It was a film made by Patagonia called Takayna. Patagonia had partnered with the Bob Brown Foundation to make this important film about the Tarkine Rainforest in Tasmania – one of the last, truly wild places left on Earth. Today it’s under attack by timber and mining interests. Despite being recommended by the Australia H...

April 30, 2018

Many business leaders and marketers are understandably quite nervous about how to go about developing a purpose-led approach to marketing their brand, in a way that doesn't feel like airbrushing.

Based on my own experience in building strategies around social purpose, plus research I’ve done into brands that have adopted successful strategies around purpos...

March 19, 2018

Tuesday 20th March is International Happiness Day.

It's a day which recognises happiness as a “fundamental human goal” and a day to remind us all that the world is a better place when we connect with and care about the people around us.

Giving is recognised as one of the greatest drivers of happiness, which is why I've chosen International Day of Happiness...

February 14, 2018

One of the biggest challenges brand marketers face today is brand differentiation.

Giving consumers a compelling reason to consider their brand has always been a challenge. But in today's media cluttered envioroment, it's a lot harder to get - and hold - an audience's attention.

This means that marketers have to find new ways to attract the interest of thei...

September 28, 2017

Yesterday I hit ‘send’ on an email approving my book to go to print. 

In that moment, there was a medley of thoughts running through my head. Here are just some, for your entertainment. Excuse my unfiltered French!

"Woo-hoo!"

“Oh shit!”

“Thank God. For better or worst, it’s done and out”

“Is it good enough? What if people think it’s crap?” 

"Who cares what peop...

July 24, 2017

If you’re responsible for marketing a brand to consumers today, there’s a good chance that some of you will be working through at least one of the following problems, if not all three of them:

  1. Your market doesn’t really care about your brand, which is why so many people today buy on ‘price’.
     

  2. You need a strategy to reach the Millennial market. Y...

I recently sat in a meeting with a group of marketers. I was giving a presentation on marketing to millennials. There were a few young women there, probably in their early 30s, but when I suggested that they were part of the very generation we were discussing, their response took me a little by surprise. They weren't too keen to be associated with being a...

Recent advertising campaigns from Pepsi and Heineken have sparked a huge amount of debate on the role of brands as social activists or champions. Pepsi’s offering featuring Kendall Jenner was widely panned and quickly pulled. Heineken’s “Worlds Apart” ad has received positive acclaim and has been heralded as the antidote to the Pepsi fail.

The Heineken ad...

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