‘Twas ever thus

Things social media managers hear all the time: “We should be sharing this on social media.” “Can we put something out on Twitter about this?” “That’s a perfect Instagram post…” The answers are almost always ‘No we shouldn’t’, ‘No’, and ‘No it’s not’. It can be tempting to treat social media as the dumping groundContinue reading “‘Twas ever thus”

Not everyone is going to care

One of the questions often thrown out during discussions about any business or comms idea – normally by those who claim to ‘speak for the consumer’ – is ‘does anyone care about this?’. It’s a fair question. There is no point pouring money or time into a project that no-one else cares about. But surelyContinue reading “Not everyone is going to care”

Hearts not eyeballs

Organic reach. Paid reach. Impressions. Retweets. Presence. It’s all overrated. Obsession over analytics and data has led us into a world where we seem to think the number of people you manage to shout at is the measuring stick of marketing success. There are two problems with this. The first is that only a fractionContinue reading “Hearts not eyeballs”

Language Barriers

Whenever we learn anything about anything we love to prove it. It’s only natural, especially if you’re enthusiastic. One of the ways we like to show we know something about something is to use the lingo. Acronyms, abbreviations, buzzwords and bullshit. If you read anything about marketing on or offline, every book, article and whitepaperContinue reading “Language Barriers”

Tearing up the rulebook

Over the last week, I’ve been thinking through a few problems related to a couple of projects I’m working on. It’s surprising how often my ideas on potential solutions have changed. My first reaction to almost any complex problem is usually to be a revolutionary. Everything is broken. Let’s start again. I must implement change.Continue reading “Tearing up the rulebook”

Trust

If I were to try and get you to sign up for a paid subscription service where you’d get regular, exclusive and high-value content, all written by me, you almost certainly wouldn’t. Why? Because I haven’t earned your trust – not least because I haven’t posted in over two weeks.* I haven’t built a solidContinue reading “Trust”

Show up early

Everyone knows the saying. Trust is earned, not given. This is true. But how exactly do you earn trust? The most obvious way is by sticking to your promises. Say you’ll do something? Do it. Say you have a set of principles? Stick to them. Say something is important to you? Prove it. I’ve talkedContinue reading “Show up early”

Nobody gives a s**t

The other day I read something in the brand and marketing Twittersphere that went something like this: “The only people who care about brands are the people who work on them – no-one else gives a shit. If a brand disappears, the world will just go on as normal.” There is an element of truthContinue reading “Nobody gives a s**t”

Do names matter?

Apple. McDonald’s. Tesla. Nike. Netflix. Amazon. All these names mean something. They’re recognisable. They spark immediate images in the mind, be it the logo or an idea of what they stand for. If these brands had been founded under a different name, would they be as successful? Of course they would. These particular examples obviouslyContinue reading “Do names matter?”

Book Club: ‘Story Driven’ – Bernadette Jiwa

So we’re back with another book review and this time it’s a little book called ‘Story Driven‘ by Bernadette Jiwa. I’m not sure how I came across this book. If I’m honest, I think it was probably just that it was reasonably cheap on Amazon and came with a recommendation from Seth Godin, so theContinue reading “Book Club: ‘Story Driven’ – Bernadette Jiwa”