Do YOUR Products Live Up To The Type?

“Advertising is the price you pay for having an unremarkable product or service.” – Jeff Bezos (via Ruth Mortimer) I was reminded of this quote by Amazon’s Jeff Bezos whilst reading Alan Wolk’s excellent rant on VW’s decision to fire Crispin Porter Bogusky: You see the problem with VW isn’t the advertising, it’s the cars themselves. At a time when most people’s...

Planning in the Tenth Dimension

One of the challenges of planning is enforcing a linear overlay on your ideas. It is as if your campaign commences and then a whole bunch of magic occurs around some stimulus and then your campaign ends (with whoops and cheers hopefully). In this scenario, we focus on individuals or “personas” and attempt to create a change in their behaviour – we want them to...

It’s Not About Influence – It’s About Trust

If you are involved in creating digital strategy or working with social media from a professional point of view, you are bound to hear the word “influence” bandied about. Maybe you have been asked to work up an influencer outreach program for a new product. Perhaps you are thinking about commissioning an influencer engagement strategy to help you tap into the...

The Secret to Marketing

I read the Cluetrain Manifesto when I was in my first official marketing role. I had been “doing” marketing for years before this – building marketing plans according to the rules, following branding guidelines, keeping and enforcing the exclusion space around the logo to a consistent 36 points. But the Cluetrain was astounding not because of the challenge it...

Making Influence Valuable

I have written previously about the strength of social media’s weak ties, but I would like to also broaden this discussion into a conversation about the particulars of personal influence, about social judgement and about the way in which the nature of influence and trust is transforming the way that we interact and engage with brands and the people behind them....

The Landscape of Influence

Earlier this week I attended a lunchtime seminar hosted by the Insight Exchange. There were some fantastic presentations on the nature of influence from: Brian Giesen – Ogilvy PR 360 Digital Influence Cliff Rosenberg – digital entrepreneur Howard Parry-Husbands – Soup + Pollinate Ross Dawson has a great summary of the presentations and the following...