Browsing All Posts filed under »Planning«

How the hare wins: brand strategy for a fast paced world

October 15, 2016

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An IPA essay, challenging the doctrines of advertising. Every so often, you encounter an idea or an argument that profoundly changes the way you think. He’s my TL;DR summary of Charlie Ebdy’s “The Hare and The Tortoise“, an essay that inverts established doctrines in advertising, and shows how the things we think of as “brands” […]

Ideas to play with

April 12, 2016

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   I’ve been thinking recently about brands and brand ideas (as you do). It started with reading the essays from the IPA’s Excellence Diploma: approx. 7000 words on the topic of “I believe advertising is/should…”. They’re both well reasoned, and passionately argued explorations of how to better shape commercial identities. (Worth a look at the […]

Changing your mind (and behaviour) through behavioural economics

April 7, 2016

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Comms professionals all work in the persuasion industry. But recently, the science of persuasion has become a separate field in its own right. Thanks to business/marketing books like Nudge, the work of Julia Asscher and Rory Sutherland’s patronage, behavioural economics has hit the big time. It’s not just big businesses that stand to benefit, but governments and […]

Performance marketing vs the customer experience

March 30, 2016

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[A week ago, I made it to my first Google Firestarters event. Here are the notes and ideas I made off with.] I’ve read the write-ups to these events many times on Neil Perkin’s Only Dead Fish blog. They always seemed like the kinda thing I’d be into so I headed over to hear three people […]

Uber + GPs + healthcare on demand

January 28, 2016

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A few months back my colleague Duncan Arbour and I had a head to head debate on the future of healthcare. Our thought starter / provocative idea was as follows: Technology and demographic forces have transported us to a crossroads. We imagined two alternative realities: one in which medical advances and mobile technology keep chronic […]

The many qualities of content – different ways to measure content marketing

May 15, 2015

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Measuring beyond the obvious. Unique and monthly active visitors are the latest metrics to publicly assassinated. A couple of months back, Ev Williams from Medium made a solid case for why it’s a shallow measure of attention and why the team at Medium.com focus on active time reading. And he’s got a good point. Whether you’re a media […]

Symbiotic thinking: identifying unconventional opportunities

February 26, 2015

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After hearing about the Longbox and the “Rock the vote” campaign in the 90s, the idea of random partnerships seemed worth exploring. Here’s where I got to. Doing anything is effort. Creating, or building, or growing; it all takes time and energy. And everyone, from individuals to businesses, wants more rewards for less effort. This can […]