Is there really any such thing as a 'commodity' category?
Recently I interviewed Malcolm Wells, a man who specialises in creating Symbols of Re-Evaluation, particularly for energy companies – orchestrated […]
A Guest Post by Simon Pont
In his regular column, Adam wonders why we don't use our marketing skills internally too.
Earlier in the year I went to interview the CEO of FNB, the South African Bank voted in 2012 ‘The […]
So I am sitting having breakfast in San Francisco and talking with a friend about this being The Age of […]
Dispelling some myths about Challenger Strategy - and how to keep your CFO happy.
So I’m talking to this advertising planner, and he’s telling me about the strategy he’s most proud of, for potato chips. I didn’t talk to them at all, he says. All I did was spend a long time watching how people ate them...
We tend to think of brands as making statements or promises. But it is more stimulating to think of brands as asking questions.
Every so often a business magazine will publish a survey of multinational CMOs and reveal what they think they need more of in the next few years. And the answers tend to always be the same...
It was the end of a long, hot day. I had flown to make a speech, and was invited to […]
Thinking you know your consumer, while in fact they are someone very different – is more dangerous than not knowing them at all.
I realise it is customary to wait till the end of the year to announce the Global Brand of 2012. […]
Last week I took the Orient Express to Venice. I have a thing about old trains and it was […]
A brand with a sense of purpose