There is a dark side to cults. One that might involve standing buck naked deep in a forest around a raging fire at midnight, eyes closed, chanting, whilst sacrificing a chicken. But there is much that can be learnt from them too. The characteristics of...
This article first appeared in Marketing Magazine on 21 January 2016. The recently released Economist Intelligence Report surveyed 62 Australian CMO’s and had two predictions for the marketing function of the future: It will assume complete responsibility for end-to-end customer experiences, and Marketing’s role as a revenue driver...
We’ve all been there. Red face, blood boiling, raised voices, exasperated sighs, frightened children hiding behind the sofa and perhaps even a bit of collateral damage around the house. What situation would create such angst? Frustrating company experiences. That's what. It could be the 15th time you have been...
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...
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...