B2B Marketing
When I first started working in advertising back in the early 1990s, I worked on the Lloyds Bank account at a division of famed ad agency Lowe Howard-Spink. The part of the account I worked on wasn’t let anywhere near the TV stuff – we had to do the point of sale and direct …
Continue reading “Sometimes the old advertising ideas are the best”
Imagine for a moment there are two luxury car brands. Let’s call them…oooh, I dunno…Mercedes and BMW. Let’s imagine both are facing a downturn in sales as inflationary pressures bite into household expenditure, and customers think they’ll delay renewing their existing model for another year. (No idea if this is true, by the way, but …
Continue reading “Why savvy marketers aren’t abandoning brand investment just yet”
Once upon a time, in the days when the world wide web was just a gleam in Tim Berners-Lee’s eyes and direct mail was an actual *thing*, I started out on my career in marketing. The financial services company I worked for had recently appointed BBH’s newly-formed below-the-line* agency Limbo to work on its direct …
There’s an awful lot of brand BS spoken by “practitioners” who deliberately muddy the waters with endless funnels, spidergrams, flowcharts and the like. It’s almost as if they thrive on confusion rather than clarity. Those “practitioners” (I use the word advisedly) would be dismayed to learn that perhaps the most powerful piece of …
Continue reading “When the secret of successful brand research really is simplicity”
Our car insurance renewal arrived last week from Aviva. Like many people’s, it was slightly higher than last year’s quote – despite the fact that we’d made no changes to the cover required, nor made a claim in the last year. Indeed, as my wife and I both work from home – and given …
Continue reading “Why most brand promises are purest waffle”
