Category: Marketing
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Creating distinctive game brands
This is a route map to creating distinctive IP. With additional comments from industry veterans David Harper, Managing Director of Skyhook Games (Lawnmower Simulator), Stephen Hey, Consultant at HeyStephenHey (Doom, Worms, Angry Birds) and Johnny Coghlan, Director of Product Marketing at Cloud Imperium (Star Citizen and soon to be released Squadron 42). Thanks to gamesindustry.biz…
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How to be more distinctive. Six steps in less than 100 words.
Define a clear value proposition – make it creative, commercial, competitive and compelling. Consistency – at every product development and marketing decision point ask yourself does this support the value proposition? Signature actions – create distinctive actions for your brand and keep on doing them, again and again. Own it – go wide and deep,…
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Don’t measure the wrong thing
I love facts, data, stats and figures. They make me feel professional, important, useful even. And as a marketeer there is nothing better than hearing that one of your latest campaigns has performed better than a client’s previous effort. We love it, post it, add it to case studies, high five and take the afternoon…
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You have to understand story telling before making it work for your brand.
Story this, story that, blah blah blah. We’ve all heard that storytelling works for brands. Our world is full of books, blogs, keynotes, webinars and opinion pieces (like this!) extolling the virtue of the story. But what makes storytelling really work and how can you make sure you’re not just paying lip-service to it? I’ll…
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2022 looks set to be a challenging year for food and drink marketers, with new high fat, salt, sugar regulations.
At first glance the new regulations, which include a 9pm watershed on TV advertising and a ban on all paid-for digital advertising, look disastrous for any brand needing to thrive in such a competitive sector. But is this a real opportunity for positive change? While the changes have been pushed back to the latter part…
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Covid: a practical action plan for brands
Now is a difficult time, and we’re in unchartered territory, but business isn’t stopping and it’s now more important than ever to have your voice heard and to stay relevant. It’s a daunting task but one that you shouldn’t be afraid of or shy away from. I’ve listed eleven clear strategies and tactics for brand…
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Don’t fail on brand purpose
It has never been easier to connect with people and potential customers and there has never been a greater focus on the formats and mediums that help us do this. From the relatively new kids on the block like Facebook, Twitter, Snapchat, YouTube and Instagram to the old guard of content makers, newspapers and magazines,…
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Why Brands Need To Entertain
So, the IPA reports that ad spend continues to go up despite worries about Brexit and potential Trumpageddon. However it’s not all rosy in adland…
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Clever Marketing
This rather neat ad was recently clocked on a forum as “clever marketing”. http://www.britishairways.com/en-gb/flights-and-holidays/flights/lookup (It is an animated poster where children point to BA aircraft as they fly overhead. Nice combination of idea and technology working together.) So, can I take a moment and be a bit pedantic? This is not clever marketing. It is…
Making brands more distinctive 