Principles
A powerful, 40-year-old internal memo by its first marketing head Rob Strasser.
#planning
#brand planning, the McDonald’s index explained
How the cost of a Big Mac tries to define the state of its countries’ currency
The McDonald’s Big Mac Index, explained.
#brand planning, Captain Marvel goes retro
#brand planning, owning your SM assets
The importance of owning your Social Media assets
By owning I mean setting in motion the process to register your brand name – and that could be a School name, as this example shows – across all SM platforms. This leads into how you activate these platforms – or not – the basis of new business planning.
A salutary example of getting this wrong follows.
#brand planning, participation, currency of modern campaign
Participation is ‘the currency of the modern (consumer advertising) campaign’
Brian is unimpressed. Very. Why he asks …
#brand planning, Econometrics, as explained by the IPA
We live in tough times
Marketing budgets are being scrutinised harder than ever. Activity that doesn’t add to the bottom line is increasingly difficult to justify. In this climate, spending on communications can seem like a luxury. So wouldn’t it be easier if there were a way to measure the payback from your marketing communications?
The (an) answer is Econometrics and a paper from the IPA by Louise Cook and Mike Holmes is a really interesting – or required – read for agency planners and clients.
#brand planning, the 7 ingredients for creativity
The 7 ingredients for creativity
This is excellent – a reminder of the ingredients of creativity from Cédric Villani
- Documentation
- Motivation
- Environment
- Communication
- Constraints
- Inspiration
- Tenacity
#brand planning, thought leader or thought leadership?
Thought leader or thought leadership?
I read a thought-provoking article on LinkedIn Pulse by Jason Miller (article) asking where a business focus should be: Though Leadership and Thought Leader.
He argues that ” … as marketers we shouldn’t necessarily all be striving to become the next thought leaders … it’s just not scalable or realistic … instead … we should be focused on creating a culture …. harnessing insights from our brightest employees to collectively achieve thought leadership as an organisation”
#brand planning, talking internally about an idea
Talking internally about an idea
How do you create ideas? How to you amplify? This is an approach I really like.
#brand planning, digital, social & mobile in 2015
Digital, Social & Mobile in 2015
A look at the digital, social and mobile space – interesting stuff here.
#brand planning, social media, the perfect post
What is the perfect Social media post?
Really good reference infographic for creating the perfect post across the (current) main SM channels.
#brand planning, what is an insight?
What is an insight? Getting to the holy grail of a creative brief
Interesting presentation from Umar Ghumman on planning – and the definition of an insight. To quote “The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight”.
Brought together are definitions from leading industry brand planners.
Well worth reading.
#brand planning, internet trends and statistics
A round up of the digital space in 2013
An round-up of digital trends
#brand planning, client and agency relationships
Clients get the advertising they deserve
Clients, in the opinion of David Ogilvy as this presentation by Graham Robertson of Beloved Brands points out in this presentation, get the advertising they deserve.
Set out here are thoughts on how clients (brands) and agencies can work better together to produce better results – advertising, relations and in the end, revenue.
#social media, Menshn, a new microblogging platform, on topic, and only on topic
Menshn, a new microblogging platform, on topic, and only on topic
Well, I’ve set up my Menshn account and profile. The new microblogging site – started by Louise Mensch and Luke Bozier launched last week and is currently accessible to US users only – so after a little bit of sidestepping the filter, I managed to get in and register. The full #typed note is here …