According to the AMA – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This has contained a wide range of content as a section over the years including
Super Bowl advertising
Spanx
Content marketing
Fake product reviews on Amazon
Fear of finding out
Genesis the Korean luxury car brand
Guo chao – Chinese national pride
Harmony Korine’s creative work for 7-Eleven
Advertising legend Bill Bernbach
Japanese consumer insights
Chinese New Year adverts from China, Hong Kong, Malaysia and Singapore
Doughnutism
Consumer Electronics Show (CES)
Influencer promotions
A media diary
Luxe streetwear
Consumerology by marketing behaviour expert Phil Graves
Payola
Dettol’s back to work advertising campaign
Eat Your Greens edited by Wiemer Snijders
Dove #washtocare advertising campaign
The fallacy of generations such as gen-z
Cultural marketing with Stüssy
How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp
Facebook’s misleading ad metrics
The role of salience in advertising
SAS – What is truly Scandinavian? advertising campaign
Brand winter
Treasure hunt as defined by NPD is the process of consumers bargain hunting
Lovemarks
How Louis Vuitton has re-engineered its business to handle the modern luxury consumer’s needs and tastes
Decoded was originally written in 2013. I read this version. I know that there is a new edition being published in September 2022. Barden had been a marketer working at T-Mobile (now EE, BT’s mobile phone network), Diageo and Unilever.
His background and a foreword written by British marketing grandee Rory Sutherland give an indication of the book’s quality.
Once more with emotion
Barden’s background has skewed towards CRM, online marketing and consumer marketing. I disagree with Barden in one important way. Barden doesn’t think that emotion has any benefit in marketing. I agree with Barden to a point, beyond nostalgia, I won’t have an emotional connection with the brand of margarine spread that I buy. The nostalgia is largely out of control of the brand.
However, both the IPA and WARC have shown that communications that provokes an emotional reaction can build long term awareness over time. Think about the adverts that get stuck in your memory, versus rational adverts. Emotional adverts make you feel something, even if they don’t change your opinion of the product they can build memory structures with enough exposure.
The challenge as Barden points out, being able to do this consistently. The example that Barden cites is Cadbury’s inability to match the quality of its ‘Gorilla’ advert.
Getting beyond emotion
Beyond a difference of opinion on the effect of emotion in communications, I thought that the content in Decoded was very good. The book felt to me as if it was aimed at British junior inhouse brand marketers at the likes of Unilever and Diageo where Barden aimed his stripes. The book is full of British examples, this might limit its success in the US. The examples are already old enough that they might not resonate with marketers who recently left college; but they would leave US readers clueless. While British marketers are often exposed to US authors at the start of their careers like David Aaker and Philip Kotler; the same isn’t true for their American peers of British marketing thinkers.
I also see it valuable for marketing undergraduate students, with its real world examples. He also does these summary pages at the end of each chapter that reminded me of ‘Dummies Guides‘ format books.
Decoded covers behavioural science principles and is valuable for the quality of reading list that it provides the reader to delve into after they have read the book.
Barden dives into the kind of concepts that brand marketers would come across in shopper marketing and ad testing from the likes of Kantar. He provides a sound basis on which marketers can rely to understand, if not, critique their agency’s efforts.
Beside emotion, my biggest concern is that marketers might think that Decoded is the final step on their education journey, rather than the first step. It provides a useful primer that the engaged marketer can then delve into. Unfortunately for us all, there are a lot of surface player who would declare mission accomplished at this point.
If like me, you wanted a follow on read from Decoded, my recommendation would be Phil Graves Consumerology, which I reviewed here. Graves’ work nicely fits in with the discussion Barden had on shopper marketing from an expert in the field.
Qantas chaos: outsourced baggage handler says one in 10 bags not making flights | Qantas | The Guardian – this lost luggage mess is emblematic of what is happening globally. Delta Airlines put on a dedicated flight to repatriate 1,000 pieces of lost luggage that had been left behind in in London Heathrow airport. Lost luggage and other overwhelmed ground services has seen both Heathrow and Schiphol airport in Amsterdam cut flight numbers. Lost luggage will tarnish airline reputations.
A poor experience on lost luggage will give discount airlines an opening, given that they will be supporting fuel related price increases anyway. These lost luggage problems will also help rail companies. I could see Eurostar running some ‘lost luggage’ response ads as a way of putting pressure on British Airways
China’s image loses its shine in Europe | Financial Times – In the UK, Germany and France, only 14 per cent, 33 per cent and 41 per cent of people questioned in 2006 had an unfavourable view of China. Now, they stand at 69 per cent, 74 per cent and 68 per cent respectively. – its human rights, then military power, then economics and finally Chinese political interference. Central and eastern European’s governments joined hands with Beijing in launching an initiative known as the 16+1 format. It was meant to herald a new dawn of mutually beneficial co-operation. China managed to alienate all with the exception of Hungary and Serbia. The Chinese ignored the region fears of Russia and strong attachment to the US as the ultimate guarantor of each country’s independence – likely because of China’s laser focus on the US as its enemy. Serbia makes sense, Russia backed them during the break-up of Yugoslavia. Yugoslavia wasn’t ‘freed’ by the Soviet Union from Nazi occupation and Tito managed to maintain a distance from them. Hungary is the one that is more puzzling my perspective; the people were crushed in 1956 by Russian tanks when they tried to move away from communism
The UK economy is stagnant — and the reasons run deep | Financial Times – the 15 years between 2004 and 2019 — pre-Covid and pre-Brexit — were the weakest for growth in gross domestic product per head since the years between 1919 and 1934. Low growth in GDP per head caused low growth in household real disposable incomes: those for non-pensioners rose by 12 per cent between 2004-05 and 2019-20. This can be compared to an average rise of 40 per cent every 15 years since 1961. Also significant have been changes in income distribution. Between 1980 and 1995, median non-pensioner household real disposable incomes rose by 37 per cent, but by 67 per cent for the top decile and only 3 per cent for the bottom one. Between 1992 and 2007, incomes rose by 41 per cent, 47 per cent and 37 per cent, respectively: growth then was both fast and widely shared, which was surely far better. But then, between 2004 and 2019, as median incomes rose by a mere 12 per cent, the top decile’s rose 11 per cent and the bottom’s 2 per cent: that was stagnation all round
Hong Kong’s legacy — from Chris Patten’s Diaries to City on the Edge | Financial Times – Patten argues convincingly that for Britain or any other country to abandon liberal principles and yield to the Chinese Communist party’s demands at every opportunity brings neither political nor commercial benefits. The trade and investment statistics he cites from the final decades of British rule do indeed suggest there is little correlation between grovelling and real rewards for business & … “China’s decision [in 2020] to impose the national security law as a pre-emptive strike against a perceived revolutionary situation in Hong Kong amounts to the premature end of ‘One Country, Two Systems’ [the formula for autonomy] 27 years before the 2047 deadline,” Hung writes. “The cost of this move for China could be grave,” he concludes, at a time when the US is already seeking to curb Beijing’s technological and strategic ambitions and China still benefits from Hong Kong’s role as an internationally connected financial centre.
Thinking About the Unthinkable in Ukraine | Foreign Affairs – with back-and-forth tactical nuclear shots is that Russia would be at an advantage because it possesses more tactical nuclear weapons than the United States does. That asymmetry would require U.S. policymakers to resort sooner to so-called strategic forces (intercontinental missiles or bombers) to keep the upper hand. That, in turn, would risk unleashing the all-out mutual destruction of the major powers’ homelands. Thus, both the tit-for-tat and the disproportionate retaliatory options pose dauntingly high risks. A less dangerous option would be to respond to a nuclear attack by launching an air campaign with conventional munitions alone against Russian military targets and mobilizing ground forces for potential deployment into the battle in Ukraine. This would be coupled with two strong public declarations. First, to dampen views of this low-level option as weak, NATO policymakers would emphasize that modern precision technology makes tactical nuclear weapons unnecessary for effectively striking targets that used to be considered vulnerable only to undiscriminating weapons of mass destruction. That would frame Russia’s resort to nuclear strikes as further evidence not only of its barbarism but of its military backwardness. Direct entry into the war at the conventional level would not neutralize panic in the West. But it would mean that Russia would be faced with the prospect of combat against a NATO that was substantially superior in nonnuclear forces, backed by a nuclear retaliatory capability, and less likely to remain restrained if Russia turned its nuclear strikes against U.S. rather than Ukrainian forces.
Hollywood won’t budge for Chinese censors anymore. Here’s what changed – CNN – talent in the Chinese industry had become stronger. Local stories told “in Mandarin and portrayed with Chinese sensibilities … naturally appeal to local audiences, particularly as you move from urban to rural markets,” he noted. “As Chinese producers venture further into the action and sci-fi genres in particular, where Hollywood dominated for many years, there will likely be increased competition from local fare.” – the pandering of Hollywood to the Chinese government has created a sector that will likely attempt to bury the US film industry
A new study points out the biggest threat to the potential of TikTok as it lacks massive earnings for creators compared to rivals / Digital Information World and Nearly Half of Gen Z Prefers TikTok and Instagram Over Google Search – according to Google’s internal studies, “something like almost 40% of young people when they’re looking for a place for lunch, they don’t go to Google Maps or Search, they go to TikTok or Instagram.” Google confirmed this statistic to Insider, saying, “we face robust competition from an array of sources, including general and specialized search engines, as well as dedicated apps.” Google highlighted changes it plans to make to its search engine to appeal to a younger audience, including the ability for a user to pan their camera over an area and “instantly glean insights about multiple objects in a wider scene.” Insider has previously reported about the threat TikTok poses to YouTube, which is also owned by Google’s parent company, Alphabet. Insider Intelligence predicts TikTok’s advertising revenue will overtake YouTube by 2024. – which makes the TikTok shopping TV service shutdown a bit more puzzling
US and UK intelligence chiefs call for vigilance on China’s industrial spies | Financial Times – In a joint appearance in London, the chiefs of the US and British intelligence agencies called on companies to be much more vigilant about China. FBI director Christopher Wray said Beijing was using “elaborate shell games” to disguise its spying and was even taking advantage of Spacs, or special purpose acquisition vehicles. “The Chinese government poses an even more serious threat to western businesses than even many sophisticated businesspeople realise,” Wray told business leaders at an event with his MI5 counterpart, Ken McCallum. “I want to encourage you to take the long view as you gauge the threat.” In a reference to the Ministry of State Security and the People’s Liberation Army, Wray added: “When you deal with a Chinese company, know you’re also dealing with the Chinese government — that is the MSS and the PLA — too, almost like silent partners – that this is news to business leaders shows how naive they all are. Based on my experience I believe that the reality is that the business community is already state captured, culpable and willing to endanger their home countries for marginal short term gain. More here: Joint address by MI5 and FBI Heads | MI5 – The Security Service and NEW: Top UK and USA spy chiefs warning on CCP
When you think about electric cars you usually think of Tesla. But the reality is that electric cars have been about for almost 200 years. I was reminded of Bob Cringely’s analogy about technology success being about ‘surfing waves‘. The first electric car turned up sometimes in the 1830s. By the beginning of the 20th century there was 30,000 electric cars. But petrol engined cars were cheaper to make and quicker to refill than charging electric cars.
That didn’t stop Irish inventors converting a Volvo 66 saloon to run as an electric car, 23 years before Tesla even existed.
Abducted Canadian billionaire Xiao Jianhua faces trial in Shanghai court | Financial Times – the question not being asked is how many Chinese government officials will the legal action ensnare? They’ve sat on him for five years as they unwound the Tomorrow Group and are only now prosecuting him in the run up to the 20th National Party Congress in November. It is at this event that Xi Jingping is likely to become president for life. The reality is that Mr Xiao’s goose was cooked as soon as he was snatched from the Four Seasons. This trial could affect demand for high-end Hong Kong property adversely
The BBC had Darren McGarvey on, reading is own book The Social Distance Between Us. Something is added to the content through McGarvey’s own voice reciting his own book adapted for the ‘book of the week’ slot. His Glaswegian accent and experience recording Scottish tinged rap helps in his delivery. Darren McGarvey is better known in music circles as Loki and his two albums published in the 2010s before he became an author and fronted documentaries (like working-class Londoner Professor Green). This is McGarvey’s second book after Poverty Safari, which was released in 2018. Both of the books deal with the realities for the British working class.
Revlon files for bankruptcy – CNN – one would normally expect a brand like Revlon to be resilient in a recession for being an affordable luxury a la Esteé Lauder. Ron Perelman overburdened Revlon with too much debt and its impressive that it lasted this long
China
Chinese courts flex intellectual property muscle across borders | Financial Times – Chinese courts have issued four key cross-border “anti-suit injunctions” following claims made by the country’s massive telecom equipment and smartphone groups — Huawei, Xiaomi, ZTE and Oppo — in disputes against Germany’s Conversant, US group InterDigital, and Japan’s Sharp. These rulings have essentially sought to block non-Chinese companies from enforcing IP rights in other jurisdictions, meaning Chinese companies cannot be sued for alleged infringements.They are enforced via daily penalties on a foreign company’s local operations in China, if that company insists on pursuing a case. According to Rieko Michishita, a veteran China IP lawyer at Bird & Bird, the rapidly mounting penalties make the injunctions akin to “taking a hostage”. And the cases are an indication, she warns, of how Chinese companies and courts will become more confident in deploying such legal manoeuvres as the country’s technological prowess steams ahead
Fears of data abuse as Chinese health code turns red for financial scandal protesters | South China Morning Post – Victims of what could be one of China’s largest financial scandals found themselves unable to step outside to join planned protests because their health QR codes had turned red, reigniting fears that the large-scale data collected for contact tracing would be abused for other uses. Since late May, hundreds of people have taken to the streets in China’s central Henan province, calling for authorities to ensure the return of their deposits that were frozen in four rural banks in the province.
Redefine Meat are a brand that is competing in the meat alternative space from Beyond Meat to Quorn. Redefine Meat is plant based and has support of chef Marco Pierre White. The premise of the ad addresses a thorny question in a humorous way. What happens to the herds of livestock who would be no longer needed, if the world became a vegan utopia? Their solution is the cow repurposing institute – a job training centre for cattle. Of course, the likely solution will be much less vegan friendly.
The trailing edge chip shortage
Asianometry goes into the shortage of trailing edge process manufactured processors. These produce chips with a low cost per unit as the capital costs of the chips were covered years ago. Older foundries are running at very high utilisation rates. There is a problem trying to get hold of older equipment. Interesting point mentioned that MEMS are in particular demand due to the Ukraine invasion.
Skinner on Machiavelli
Niccolò di Bernardo dei Machiavelli is so well known his family name became a noun and and adjective to describe someone who was cunning. The Prince – his book on governance is cited by far more people than have actually read it. I liked this talk by historian Quentin Skinner on the man and his work. Skinner is from the Cambridge school of historians that seeks to contextualise the environment of historical figures (and so better understand their actions).
McDonalds goes ambient
This seems to be an ad that was commissioned for a Spanish speaking market, but I suspect that it might be a student piece of work. The craft is stunning. Given that McDonalds has worked hard to point out that its food is made from ‘real’ ingredients, this ad might be counterproductive – hence the reason why I think it might be a student project. It promotes McDonald’s range of McMuffin breakfast sandwiches.
