Category: marketing | 營銷 | 마케팅 | マーケティング
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CMOs
Premature obituaries of CMOs Almost 11 years ago business academic Dominique Turpin wrote an article describing CMOs as ‘dead’. Turpin worked at the IMD business school in Switzerland and the article was a classic bid for thought leadership. It’s just the kind of thumb-stopping headline that drives readership of LinkedIn content where it was published.…
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Brand clichés
Brand clichés have been in the background of my career in agencies, all the way through. I am sure that brand clichés will continue long after my career is over. I started off writing copy for technology clients. Short pithy marketing copy and longer thought leadership pieces, opinion editorials and white papers. Back when I…
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Six hundred pairs + more stuff
Six hundred pairs of Nikes in a custom-built house The six hundred pairs of Nikes are owned by a Japanese lady who now is head of marketing for Ugg in Japan. Previously she’d spent over 20 years in sales and marketing for Nike. Her house was designed around her shoe collection and the double height…
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Razors for strategists
What are razors? Razors are one of a series of tools that I use for problem solving. They sit alongside the idea of ‘chunking’ that is breaking a problem down into more manageable and solvable constituent parts. Razors aid in decision-making and analysis. Razors are rules that guide your way through a problem, or ‘cut’…
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Complaint resolution + more things
Complaint resolution My mind cast back to one of the first modules I studied at college. There was a lecture on the role of complaint resolution as part of customer services. The idea was that effective complaint resolution engendered trust in a customer service function and was more likely to increase brand loyalty and recommendation…
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FOOH (and John Holmes)
The inspiration for this post on FOOH (fake out of home advertising) was Ryan Wallman’s marketing predictions for 2024 on LinkedIn. In particular two of his five predictions 2. Someone will post a viral ad that is a) fake and b) terrible. Hundreds of people will comment: ‘Genius!” 5. Marketers will try to emulate the…
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Every old idea is new again
Inspiration for every old idea is new again The inspiration for this post on every old idea is new again came from my opening up Rakuten‘s Viber messaging app on my iPhone. Viber is a messaging platform and also does voice over IP, including out to the phone network. It is a hybrid of Skype…
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Padel + more things
Padel The racket sport padel seems to have got the zeitgeist, if not the player numbers yet. We haven’t really seen a surge in sports fads since the 1980s. During that time skateboarding rose from a peak in the late 1970s, to a more stable underground sport that we have today. The closure of a…