Brand journalism

Brand journalism

The concept of “brand journalism” has been around since 2004 when McDonald’s introduced it as a part of their turnaround plan at an Advertising Age conference. A major criticism of the term is that journalism is intended to be non-biased. Because it is...
We will do what is hard

We will do what is hard

There is one proven business strategy that has consistently worked time and time again. It is a strategy that has created the most important innovations for centuries. Focus on doing things that matter that others find incredibly hard. That’s it. Nothing hugely...
Brands are made in the space between the ads

Brands are made in the space between the ads

Music is the space between the notes. —Claude Debussy As marketers, we are naturally inclined to believe that it’s all the wonderful strategies, executions and promotions we do that shapes the brand and the perception consumers have towards our product. People see our...
I’m looking for ideas

I’m looking for ideas

If you work in new business for an ad agency, design firm, social media consultancy, etc., I’m sure you’ve come across a prospect that contacts you and says, “I’m looking for new ideas on marketing my business.” They’ve been running the same print ads for the past 10...
The customer isn’t always right

The customer isn’t always right

“If Henry Ford had asked his customers, they would have told him they want a faster horse.” Here’s the reason market research can be misleading and send you down the wrong path. It’s a fallacy that effective marketing isn’t about asking people about what they...