Tag: 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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Delivery is not success – activation is
Back in the day I had a client who we produced and designed a magazine for. At the end of the year I sat in the stakeholder presentation on the years marketing successes. The magazine was a key part of the communications mix. It was, I heard, successfully delivered to over 200,000 customers. The objective…
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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-19 has changed everything, but has it really?
The future landscape of the global economy is still shrouded in the fog of uncertainty. That might sound a bit dramatic but in reality, it means that any sort of future planning is as predictable as the UK weather. It will remain a highly competitive world for the foreseeable future and those left in the…
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What do brands really mean now?
In 2016, a US National Football League quarterback, Colin Kaepernick, decided to sit during the national anthem at a televised game as a protest against police brutality. He then sat or kneeled at every subsequent game too. He was hailed a hero in some quarters and a villain in others (including by Trump); he didn’t…
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Creativity in data world
What is the future for advertising creativity in a retail world that is more and more being driven by data? John Wanamaker was a US merchant in the 19th to the early party of the 20th century. His most famous maxim still holds true today: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” …
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Generation Z: Is Retail communicating with them in the right way?
Generation Z is the next batch of bright young things; still young at 18 to 20 but soon to be the new influencers. It’s a small window so how can retailers align their thinking to stay on track with Gen Z in the here and now and also keep their loyalty over the longer term?…
Making brands more distinctive 