Tag: brand
A Curious Case of Chocolate and Promotions
I recently bought a chocolate bar, my favourite kind. The on-pack redemption promotion didn’t influence my purchase, but as a marketer with a keen interest in sales promotions, I decided to try it. Accessing the promotional website was a bit of an adventure. It took three attempts to successfully scan the QR code, which was…
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The Paradox of Differentiation in Small Business Marketing & Branding
In the realm of business, the word “differentiation” reigns supreme. It’s a term celebrated with zeal, as it represents the holy grail of marketing and branding strategies. The goal is clear: stand out, be unique, and carve a distinct identity in the crowded marketplace. In this world, “unique” is the cherished adjective. However, when we…
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A Thought on Brands and Their Couriers
I wrote an article back in the 1980s about the last four feet of the journey of a product to the consumer. This was really focussed on the impact of the retail salesperson in the last four feet of the journey. Now I think the important last four feet is that of the courier delivery…
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Unforgettable Marketing Campaigns: The Best of 20th Century UK
The 20th century witnessed several remarkable marketing campaigns in the UK that left a lasting impact on consumers. Here are some of the most notable ones: Guinness “Good things come to those who wait” (1930s-2000s) Guinness’s long-running campaign emphasised the slow brewing process and quality of its beer. It featured iconic advertisements with slogans like…
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Coca Cola Pours Down Oxford Street
I was surprised to see a Coca Coke emblazoned London bus that was chopping up the Coca Cola logo as part of the principal creative concept. This was in Oxford Street this week. Yes, it was quite clever, but I would have thought the Coca Cola brand police would have prevented this. The brand name was split…
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CloudFlare Upsell
This made me chuckle; an email from CloudFlare titled, “Keep your site safe and prevent data theft with SSL,” arrived today. The email looks rather like they want to help inform me and educate me via a webinar from their solution engineer, Peter Griffin. Really they want to ‘upsell’ to me. Keeping communication between your…
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