Kevin Harrington // marketing // blog

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Man and boy Scottish & Newcastle marketer Jeremy Blood said, in answer to “What brand do you most admire and why?:

Champagne. A brilliant combination. A simple gimmick (bubbles and a popping cork) global appeal, and ownership of ‘celebratory drinks’. And on top of that huge margins and enormous barriers to entry.

Excellent choice and an excellent answer. See his other replies to questions at the Marketing Society website.

 Jeremy Blood is the managing director of Heineken UK.

Seth Godin, on his blog, challenges us all to define great marketing in fewer than four words.

His four words are: “Make big promises; overdeliver.”He goes on to say, “If you can define great marketing in fewer words than that, you win.”

I really like this definition. In fact it is so good I’ll forgive him for creating the word overdeliver and thereby getting from five words to four.

Read Seth’s article for his rationale as well.

I used to spend a fair bit of money with the PPC (pay per click) specialists, Eyefall. They did an excellent job for me in the world of pay per click advertising, an area that is still as much an art as a science.

Eyefall set a good example by running a blog with some quite varied content. This article about the search marketing show talks about consumers controlling their own media when we, as brand owners,are trying to control our message to the potential customer. Some good food for thought.

One thing is clear: we need to start operating differently.