Taglines – because they’re worth it
Walmart’s tagline ‛Save Money. Live Better.’ is nuts-and-bolts effective. Short and to the point. Four words, two ideas. And it says almost everything you need to know about
To reroute or not to reroute? That is the marketing question…
At a cold Raymond James Stadium in February, 25,000 fans watched Tom Brady employ his unique talent – a mesmeric ability to find time where none exists and then find runners yet
Marketing’s New Year’s Resolutions
Most New Year's resolutions are broken by the end of January, but that’s because we are all trying to give things up. The key to successfully changing behavior is to do the oppos
Christmas content and the Grinch
Christmas is all about the festive spirit, generosity and, of course, a guilt-free opportunity to have a very good time. Perhaps over-indulge a little. Enjoy an extra mince pie or
The rise of Bothism in marketing
When it comes to marketing, contradictions are good. As long as we can successfully employ Bothism, that is, and find a valid middle ground between extremes. At least, that was the
Christmas – a challenging gift for marketers
Have you seen him yet? In shop windows, on TV ads or billboards? The bearded fellow with an optimistic grin, rosy cheeks and a distinctive red and white suit? If not, it’s on
Bursting the marketing bubble
Covid 19 and Greenhouse Gas Greta. Black Lives Matter and #MeToo. Digital disruption in general and the next unseen global shockwave. The world around us is changing faster and fas
The Olympics Games 2020 – a content marketing marathon
Ready. Set. Market. You may not have heard it but on July 23, exactly one year before the start of the postponed 2020 Tokyo Olympic Games, the pistol was fired to start one of the
What matters… in black and white
Tweeting about serious issues like racism is easy. Creating content that positions a brand as ethical is also a (socially distanced) walk in the park. But making a real difference
Marketing is a simple game… if you spot the next Michael Jordan
In 1996, I interviewed Michael Jordan in the changing room at the San Antonio Alamodome as he prepared for the All-Star game. It did not feel like an interview with a normal human