Minimalism; an artistic style, an interior decorating theme and ultimately a way of life. It is an expression of freedom and courage. Freedom from the extraneous and the superfluous. But, let’s face it, it’s not everyone's cup of tea. Some find it cold, stark, dull and...
‘Own it’… It’s a great mantra for businesses and individuals alike who are looking to take responsibility for their destiny. To own it is to back yourself and recognise that you’ll do a better job of mission-critical functions. It’s also what’s behind one of the...
Last week I had the pleasure of an evening with Jennifer Hawkins. Of course she looked other-worldly, yes her dress was captivating and, no, I’m not in a daydream. However, I also wasn’t the only one with her on the night, in fact more than...
Owned media assets are often an afterthought in campaign communications. The forgotten child of marketing, owned media is often relegated to transmedia mediocrity whereby the campaign creative is simply dropped into all owned channels with nary a thought to the role owned media can play....
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...
Here at Sonder we talk about businesses communicating from the inside-out by starting with their owned assets first. It’s a way for businesses to communicate with more authenticity, effectiveness and clarity. Now, if you think of inside-out communications as a fractal, whereby the same principles...
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...
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,...
