Search results for: “marketing”
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Child farming & purpose based marketing
Child farming Child farming is not some cynical way of getting indentured slaves, fresh organ donors or creating human batteries to power The Matrix. Instead it was used by Karen Crouse in her article Koreans learn to speak LPGA’s language (International Herald Tribune, November 2, 2008) to describe ‘cultivating successful sons and daughters confers great…
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3iYing & teen marketing
3iYing A design and marketing company called 3iYing has enlisted the help of 15 – 25 year old girls to help develop more effective marketing strategies.Earlier this year a group of 8 young women enlisted by 3iYing walked into the Virgin Mobile office and told them their teen marketing strategy was all wrong. The girls…
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Marketing crisis
Marketing crisis in competence and capability: Creative Business has a great leading article based on research conducted by The Marketing Society and McKinsey called Marketing in Crisis. When you think about the marketing crisis, you also need to think about the people providing the feedback. Other board colleagues might have a stilted or inaccurate view…
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Coca Cola marketing stunt
Coca Cola, the troubled beverage company is in the midst of a major marketing promotion to try and bolster sales of its signature drink. Throughout the US, Coca-Cola has put 120 special cans into multipacks of original Coke. These cans look like a Coke, feel like a Coke, but instead of the secret formula contain…
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Pharma jargon
I started my career off working on technology clients who were bad for having their own language but pharma jargon takes things to a new level of complexity. I thought I would write a bluffers guide to make other peoples lives easier. Here’s some of the examples of pharma jargon that came to mind that…
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AI two-step
The phrase AI two-step is something I first heard from my friend Antony Mayfield. He used it to talk about how companies were adopting the latest developments in AI for business processes. And then reduce headcount to reflect the newly AI derived tasks instead. The AI two-step isn’t necessarily a new concept, companies like Pegasystems…
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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…