Nestlé, the world’s largest packaged food company, announced last week at an investor call that their next area of focus is establishing direct channels of communication with their consumers. Quite a big statement of intent from a business anchored in established distribution channels. Buoyed by...
Can you remember the last Coca-Cola TV commercial you saw? What was it about? Who was in it? Who was it for? What was the tagline? If, like me, you can’t answer these questions, don’t worry, I’ve got another one for you: Have you seen their new...
Let’s start this week with a quiz. The following phrases were recently researched amongst 2,000 UK and US consumers by agency Wunderman: ‘non-traditional’, ‘trendy’ and ‘ground breaking’. I wonder if you can work out what the research found? Were they: a) The top ranked phrases Marketers...
Marketing is changing at a faster rate than it ever has before. Yet marketing practitioners simply aren’t evolving at the same pace. In the analogue age, marketers researched where lots of people congregate (TV, sport, music), sized them, profiled them and then ‘matched’ segments versus...
Happy New Year from the Sonder Insider! Goodbye to 2016 then, a year when the world said “we’ve had enough” and voted against the status quo, against doing things the way they’ve always been done, against mediocrity. Whilst this is an oversimplification of events in Europe...
Part retrospective, part playlist and part discovery, welcome to Sonder Insider’s look at what we’ve learned this past year in life, in business and in marketing: Immortals are mortal Prince, Bowie, Ali People are rebelling against norms America, Razorlight & Anarchy In The U.K, Sex Pistols ...
The concept of an addict is an intriguing one. On the one hand, the term conjures up negative images of people hooked on drugs or alcohol, but if you think about it in a marketing sense, addicts are exactly what businesses want. They command authenticity,...
Today marks a seminal day in the short history of Sonder. Today we launch a new product. A product which until now did not exist anywhere on the planet. A product which is going to revolutionise how businesses view their own assets. A product which is...
I was once told I didn’t have any EQ (by my boss, not my wife, I hasten to add!), but even I have since learnt the power of EQ in business, leadership & customer understanding. EQ stands for Emotional Quotient (also known as Emotional Intelligence)...
Have you been drinking the Kool Aid? We hear this phrase a lot in business. Typically referring to someone espousing the values of “the corporation” a little too passionately or over-zealous leaders who have started believing their own hype. But, do you know where the...
