Sugar tax is missing the point

The DH Responsibility Deal announced in Sept 2011 is sensible. But the recent mooting of a sugar tax to solve the UK’s obesity problems is surely missing the point. I’m not arguing against price as a valuable positioning or behaviour change tool. Nor am I denying that...

IBM still a favoured B2B brand

Do you remember the old adage “no one got fired for buying IBM”? It seems their reputation has endured, as a recent survey of 100 marketing leaders asking “which brand do you most respect” cited IBM and SalesForce as distinct market leaders. A conversation followed...

Definition: push and pull marketing

A client asked me the other day to define what this meant. So I thought it would be helpful to share this more widely. PUSH marketing is used to generate a response from customers and is about a company putting a message out there for general consumption. It’s...
Our Christmas gift. A better campaign brief for all.

Our Christmas gift. A better campaign brief for all.

Agencies and clients agree that poor briefing wastes both time and money. On a more positive note, the better the brief, the better and more accurate the results. So to help you on your way to better results in 2014, here’s six key tips for a good brief which will...

2014 poll says content is King

According to digital marketing guru and author Dave Chaffey, content marketing polled as the single most important area of marketing in 2014, in terms of offering the greatest commercial benefits. It’s not surprising really, given that good content underpins all...

Mind the [perception] gap

A survey by Ipsos MORI for the Royal Statistical Society and King’s College London reveals just how wrong public opinion can be on key social issues such as crime, benefit fraud and immigration. The ‘top ten’ popular misperceptions are: 1. Teenage pregnancy: on...