In a world where everything communicates (from a phone call, to a website, to a store entrance, to an ad tagline, to packaging, to sales language and beyond), modern day marketers must be given the keys to defining the entire customer journey, not just the...
Bounce rate is a phrase typically associated with the rate people arrive and very quickly leave a website/app/social media page but what if we applied the phrase to all our brand owned assets - both digital and physical? It would change the way we evaluate our...
Marketers everywhere, come in close and listen very carefully, there’s a little secret we want to tell you. We know. We know what you really stand for We know where you sit in our world We know when you really understand us We know when you try and trick us We...
Marketing guru Seth Godin advocates building your product offer around your customers' needs rather than finding customers for your product. UK supermarket TESCO embraced this thinking recently when they listened to customers asking for more fashion options in-store. TESCO are now trialing giving up some retail space...
First published in AdNews on November 16th 2015 The pendulum has swung too far when it comes to brands devoting too much marketing budget towards paid media, according to founding partner of Sonder Communications, Jonathan Hopkins. Hopkins, who worked at UM for eight years, creating and managing...
First published in the Australian Financial Review on November 16th 2015 There is a significant opportunity for brands to use their assets and shift their focus to customer experience, diverting less of their budgets to paid media, Sonder Communications founder Jonathan Hopkins says. Depending on the size...
According to PWC’s annual Entertainment and Media Outlook report, one in four Australian marketers are now investing between 20 and 30 per cent of their marketing budgets “building and maintaining their own channels”. The report’s editor, Megan Brownlow, said businesses are becoming advertising and media...
At Coca-Cola it was constantly reinforced that the pack, the bottle, is the primary symbol of the brand. It's the thing that lands in the hands of drinkers. It's the deliverer of the most powerful consumer engagement, the primary touch point. Both revered and valued. Today,...
This article talks about the convergence of paid, owned and earned media and the importance of content in elevating a brand interaction beyond a transaction to a valued experience. It gives the example of Marriot Hotels who wanted to move from being “just a hotel...
Outdoor adventure brand Patagonia have got behind real causes in a powerful demonstration of a brand living and breathing its purpose and standing for something meaningful to real communities. Their involvement is incredibly subtle but completely authentic – beautifully walking the tightrope of branded content...