To be alluring, according to Oxford Dictionary, is to be powerfully and mysteriously attractive or fascinating; seductive. What marketer doesn’t want that for their brands (or themselves for that matter…)? So how does one create this quality? Well, you can start by taking everything you know...
It’s that time of year again – Christmas. It rolls around quickly. Evocative brand advertising, aggressive retail advertising, crowd's, anticipation and tradition. It’s an intoxicating mix for both consumers and retailers alike. Most B2C companies rely on people's Christmas gifting generosity to meet annual sales...
For years, shopping centres & department stores have used themed events as clever marketing tools to attract customers who then spend money they otherwise wouldn’t have. We’ve all seen the stampede for Santa’s Grotto, the celebrity chef book signing or X-Factor auditions. Now another category...
Whilst it’s easy to occasionally poke fun at the self-help industry, it is now worth upwards of $12bn in the US alone. People who buy into the category are often repeat purchasers, buying multiple products and services – sometimes referred to as therapy-junkies. It’s a burgeoning...
Seth Godin is by a country mile, the most visionary, articulate and inspirational marketer on this planet. Author of 18 books including the seminal Purple Cow, he writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. If...
With the exception of Don Draper, what TV character would be the best marketer in the real world? It certainly wouldn’t be Jon Snow after he nearly ruined the brand partnership between the Lannister’s and Targaryen’s. Of course, Daenerys is a strong contender, she’s got...
What a ridiculous headline – to “own empathy” goes against the very essence of empathy. But this headline was purposeful. You see, I was being empathetic to you, because marketers like to “own” things, so the headline makes it easier for you to click and...
You know time’s are a’changing when…media owners start loyalty programmes in a bid to retain their audiences. That is exactly what Sky TV have recently done in the UK. With the proliferation of content comes the proliferation of audiences and in a first for the...
Harrods is a unique brand – the epitome of luxury retailing, its global fame eclipses the fact that it’s one store in London. Just one. There are few shopping experiences that come close to that of Harrods. The sanctity they place on their customers is...
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