Packaging is a valuable owned media asset; however, it only has positive value if its social cost is lower than the value it creates. If your brands packaging is harming the environment, regardless of the media value, it is simply a cost to society. A...
Nowadays, with just one click we can publicise our purchases to others via a post on social media pre-created by the company we have just bought from. But just because we can, it doesn’t mean we will. It is typically only the most narcissistic social...
In a world where everything communicates, the premise of brand fidelity is a competitive advantage. Brand fidelity refers to the faithful reproduction of a brands identity in every aspect of the communications ecosystem. It is achieved when you are being mindful of your intent with...
The old truism that the company you keep says a lot about you is never more apt than when developing brand partnerships. People are quick to judge, so you have to get it right. Even when you get the brand fit right, there is still...
You may not know Tim Flattery, but there’s a good chance you know his work… Most recently he launched WPP’s content specialist Wavemaker in North America (before MEC and Maxus folded into it). Tim’s content creation credentials are impeccable – he created and sold the...
The best marketing isn’t really marketing at all. It’s logistics, customer service, operations, commerce, experiences...
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...
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...
Myer is a purpose led brand, everything they do is considered in light of their purpose. From the little one percenters to the larger, more overt initiatives. One of these larger initiatives is their commitment to the Wonderland space at their flagship Sydney City store....
Let’s talk about Dove, because a lot of other people in the UK are right now. And not in a particularly good way. What’s driving all the chatter? Packaging. Or more specifically, the way Dove have made a range of packaging in the shape of...