It’s often believed that to achieve brand growth, you need big budgets. But this is not necessarily the case. Sometimes, you just need a big idea. In other words, constraints are the engine of creativity. Continue reading Hey big spender? Brands don’t always need big budgets to win big
What really drives tech brand growth today? Scott Galloway believes it comes down to a new ‘business algorithm’ – how brands develop and combine ‘receptors’ and ‘intelligence’. Continue reading The new business algorithm
Research into marketing effectiveness instructs us that pursuing market share and market penetration are the best routes to brand growth. But are they always the best growth strategies in the 21st century? Continue reading Should we upgrade our business metrics?
Now that you know what penguins have to do with cutting through the media clutter, in part II, Shane Doyle talks about two more marketing fixes. The first is the importance of brands truly living their brand purpose and how brands can get it so wrong. The second is by using the positive use of inertia as a … Continue reading Of doves, Kodak’s moment and Jay-Z – Cutting through the clutter II
In our previous post on experimentation, we looked at how brands have utilised social experiments in their campaigns. This week, we’re continuing to look at how brands have harnessed new way to talk about your band and to get noticed. Try out new products Many brands, and industries, are turning to product experimentation as a … Continue reading Experimentation: new products and tech innovation
In our increasingly cluttered media environment, it’s getting harder for brands to cut through. In Ireland, from the second we wake up and check our phone, we’re exposed to 370 ads every day. The explosion of digital media means we are being exposed to twice as many ads as we were ten years ago. In … Continue reading Experimentation: conducting social experiments
When it comes to what works in advertising and media, doesn’t it seem like we’ve behaved a bit like climate change denialists for too long? Today, it’s hard to argue with 97% of climate scientists who agree that global warming is happening and it’s man-made. Yet there are still those – the US’s recently elected … Continue reading Changing marketing’s weather – increase loyalty or new customers?