A blast from the past: Nostalgia marketing is taking us back to the future

Jan 30 2019

My wife is not a fan of washing up, but for a few short weeks, she simply couldn’t resist standing at the kitchen sink, pulling on the Marigolds and plunging her hands into the hot bubbly water. Then, Procter & Gamble stopped producing its limited edition “vintage” bottle of Fairy Liquid – a white cylinder with green and red branding – and sadly, normal service resumed.

On the local high street, a new supermarket opened for business. With a new but very old logo. Intriguingly, after a root and review of its branding, the Co-operative Group has returned to the logo that adorned its stores half a century ago. Graphically, it’s fantastic – a blend of funky typography and minimalism – but it also elicits an emotional response. I almost felt like a boy again, off to buy some R White’s lemonade and a bag of Golden Wonder salt ‘n’ vinegar crisps.

Nostalgia is a powerful marketing tool. It can encourage us all to remember our rose-tinted pasts and to bathe in the warm glow of the good old days when the world was simpler and the sun always shone. It creates an emotional connection between brand and consumer. And it’s beguilingly effective. A simple change in a product’s packaging can turn a daily chore like washing up – into a moment of pleasure. It can make supermarket shopping feel like a trip down memory lane. Read more…

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Brand activism – is it the future?

Nov 27 2018

How political should a company or brand be in today’s post-truth world? After backing American footballer Colin Kaepernick, who famously knelt during the national anthem before a game as a protest against racial injustice, Nike has no doubt. “Believe in something,” demands the latest version of its long-running ‘Just Do It’ campaign. “Even if it means sacrificing everything.” Read more…

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How to optimize social media for business

Social Media
May 16 2018

“Don’t judge a book by its cover” is a popular idiom, but most people do not have the time or patience to look past a dull front page. Today, think of social media as your company’s “book cover.” It’s not enough to merely exist, it’s vital to keep business accounts as attractive and engaging as possible.

While long rejected by many in financial services and fintech as an immature platform with little value, the value of a thoughtfully developed and executed social media strategy is beyond doubt now.

Firms of all sizes are using these channels to share relevant industry information, provide peer feedback, post findings and research, market new products and services, and most importantly, serve as the primary form of communication between businesses and industry professionals.

According to Salesforce’s 2017 State of Marketing Report, social media marketing in B2B strategies has grown by an outstanding 80% in the past two years. While publishing frequent, high-quality posts on a consistent basis is essential, it is even more crucial to utilize the different functions and strengths of each individual platform appropriately.

So, how can you optimize your social media presence? Let’s take a brief look at how each channel plays into a cohesive strategy for your brand:

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Augusta – the Masters of Marketing Simplicity

Apr 19 2018

As the dust settles after an enthralling 2018 Masters golf tournament is it time for marketing executives to reflect on a golfing – and Augusta – truism: that less is more?

Every year, an exclusive field of the world’s finest golfers compete on Augusta’s beautifully manicured course to use fewer shots than the competition in a bid to win a green jacket. The prize money? No-one mentions it. This is the Masters and – dazzling azaleas, verdant fairways and super-blue lakes aside – understatement rules.

But it is not just on the course that less is more. At Augusta, the less the merrier is also true when it comes to the sensitive process of choosing sponsors. At most leading golf tournaments around the world, the target is to collect a long list of big brand names – it’s easy to find space for another logo on a sprawling 18-hole golf course.

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The art, science and risk of Super Bowl advertising

Feb 2 2018

The Super Bowl is a glitzy sports and entertainment phenomenon that guarantees a viewership of 100 million in the United States alone. This year’s show at the US Bank Stadium in Minneapolis, Minnesota – a heady mix of American football and Justin Timberlake, the half-time entertainment – will dwarf other media highlights of the year. Even the Oscars with its red-carpet celebrity and Hollywood glamour only attracts 30 million. Read more…

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4 New Year’s Resolutions to Revamp Your Brand in 2018

Resolutions
Jan 23 2018

We’ve all heard the phrase, “New Year, New Me”. It is a symbol of change and commitment. While individuals partake in lifestyle changes every year, businesses can also benefit from a resolution or two. Changes can be made at any point of the year, but the beginning of a new year is the perfect time for any firm to start doing things differently.

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Fatal marketing flaws for your business

Fatal marketing flaws
Mar 23 2017

Et tu, Brute? In Shakespeare’s play, The Tragedy of Julius Caesar, Caesar’s hamartia, or fatal flaw, is his dismissal of the advice from the soothsayer in the marketplace and his wife, Calpurnia. Even though the Ides of March has passed, we should still beware. What advice are you failing to heed in order to grow your business?

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The Changing Brand of the White House

White House Brand
Jan 19 2017

You might not have ever thought about the White House as a “brand.” But it is. It represents an important institution in American government, it is recognizable both as a place and more importantly as an entity, and it aims to meet the needs of its audience. Coming out of a divisive election year and with the inauguration upon us, the White House brand is changing, perhaps more extremely than at any other time in history.

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Your brand screwed up. Now what?

Manage brand crisis
Oct 20 2016

At some point in your career, you will likely face the challenge of overcoming a negative situation for your company and a brand crisis. If you are lucky, this will be a relatively minor issue, one that you are able to overcome with limited long-term impact on your brand. But if you are a company like Yahoo or Wells Fargo, you could face a PR crisis on which rests much of your brand’s image and reputation.

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