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Are You Tapping Into the X Factor? Why Generation X are the silent powerhouses

By in Branding, Business, Content Marketing, Guest Posts & Interviews, Marketing | 0 comments

They’re the neglected middle child. You know, the one that gets overlooked for everything. If you’re not one yourself, then there’s probably one next to you… not that you’d notice.   Caught between the Baby Boomers and the Millennials, Gen X is renowned for being ignored and neglected. But don’t despair, social research had finally caught up.   The third of this 6-part Generational Marketing series, highlights the ways Gen X has influenced the generations before and after them… and what that means for you.     You could say, that Gen X are the X Factor. Why? Because compared to the generations proceeding and following them, they’ve always had an indescribable ‘something’ you couldn’t put your finger on… an unpredictable influence. And they’ve always been able to push your buttons psychologically: making you feel good or inspired, pissed off or aggravated, challenged...

Back to the Baby Boomers – Why going back in time is still a goldmine

By in Branding, Business, Content Marketing, Guest Posts & Interviews, Marketing | 0 comments

“Does she… or doesn’t she?“   In the mid-50s, this legendary Clairol campaign was a breakthrough for the salon industry. It removed the stigma of colouring your hair, bankrolled the era of big business in salon services and catapulted women into the box seat of personal spending. Six decades on, the women of that generation are undoubtedly still your most valuable customers.   The second article of this Generational Marketing series explains how the Baby Boomer generation epitomised the word ‘consumption’ and are still driving spending.     Let’s start at the very beginning. Everything we know about mass marketing, advertising and big brands was born in the late 50s and early 60s – the post-war era of relative prosperity and burgeoning consumerism. Suburbia was expanding, manufacturing was in full swing and it was the birth ‘boom’ of the first real...

The M&M Method of Marketing – Which generation are you targeting?

By in Branding, Business, Content Marketing, Guest Posts & Interviews, Marketing | 0 comments

It’s nothing new… you’ve done it for years. Hmm? You know, separate them into colours, so you can enjoy their similarities.   Of course we’re talking M&M’s, those best-selling crunchy coated chocolates that disappear quicker than your waistline expands. But what do they have to do with branding?   The first of this 6-part series on Generational Marketing, explains how just like M&M’s, each generation owns its distinct differences and shouldn’t be marketed to (or eaten) together.     You’ve heard it time and again: target your marketing to connect with your ‘right’ people. But how exactly do you do that, when there’s so many confusing names and niches? One way is what I like to call, the M&M Method – by segmenting people (AKA M&M’s) into age cohorts (or colours) for a more specific appeal. In doing that you’ll be practicing what’s termed, generational...

What’s Baked into Your Brand? Is it FAB?

By in Branding, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 0 comments

Baking benefits into your brand mix makes it magical   It’s actually almost alchemical. You put sticky spoonfuls of dough in the oven and you get warm, gooey cookies. Except … it’s not really magic, it’s science.   Similarly, by baking benefits into your brand … it will be as irresistible as fresh-baked cookies.     You like soft gooey centres. He likes a snap to the bite. Oh, if only there was a cookie recipe that pleased everyone all the time. Yes, it’s tough in the kitchen. Just like the omelette and risotto (which many believe are the true test of a chef) the humble cookie is the baker’s crucible. Why? So few ingredients, yet so many possibilities for disaster. Brand messaging mirrors the pastry chef’s cookie challenge — because it’s what goes into making a message that makes all the difference. So pay close attention, I’m about to share my best message baking...

If You Build Your Brand, Will They Come? Ask AIDA…

By in Branding, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 2 comments

Sometimes you can get a little too much sun, basking in the glory of building your brand.   So much so, that you start hearing voices telling you “If you build it, they will come.”   That line may have worked for Kevin Costner’s character in Field of Dreams, but advice like that can prove disastrous for a brand start-up. Great brands work to a process, to create both sales and success…     It’s got to be said. Field of Dreams lied to us. Why? The voice that spoke to Ray Kinsella and told him to carve that dang baseball diamond from his head-high cornfield left something out. Yes, the tiny tidbit missing was, “If you build it, they will come. But it’s gonna take some effort to get them here.” In the movie, the ghosts of great players miraculously emerged from the cornfield to play ball on Ray’s field, but that sadly doesn’t happen in the real world. Your...

Book Review: David & Goliath, by Malcolm Gladwell

By in Books, Business, Creative Life | 2 comments

“No-one does insight porn quite as well as Malcolm Gladwell.”   I read this comment Good Reads and couldn’t get it out of my head…   It’s true: Like a teenager reading (what used to be called) a ‘brown wrapper magazine,’ I couldn’t tear myself away from this book. As another of Gladwell’s masterpiece “accessible psychology” books, David & Goliath makes you rethink what you know about something (underdogs) and take for granted (that they get beaten). To introduce his big idea, Gladwell turns the biblical story of David and Goliath upside down and casts the thought that David wasn’t an underdog at all. He goes on to explain that David had a number of advantages that raised his odds of winning – ones that a seasoned warrior like Goliath, should have spotted. So how, at times, do the David’s of the world overcome obstacles, and the Goliaths become vulnerable to the...

Rebuilding the ad break: more disruptive content marketing from LEGO brand

By in Branding, Content Marketing, Marketing, Stories | 0 comments

I’ve said before, that I love to play.   And that telling a great story – especially a brand one – is an art.   For me, the LEGO brand fuses those two loves with some of the most innovative and disruptive content marketing that’s going around today.   If you want a case study for brand story creation, consolidation and expansion, there’s no need to go much further than LEGO. Having reinvented themselves out of their near bankruptcy in the early 00’s, LEGO have forged a new path with Hollywood tie-ins, going back their roots and most of all, tapping new technology and online marketing techniques. With the hilariously entertaining LEGO Movie launch approaching, they needed a new way to extend their brand reach. They turned to content marketing. As David Wilding, Head of Planning at Ad agency PHD,  explained in a Media Week post on the subject:   “While Lego is a...

Wandering, wondering and wordless

By in Creative Life, Stories | 2 comments

I’ve been absent.   In mind, if not body – following paths. And in doing that, I became a visitor to my blog, not its roommate.     It’s tricky … noticing absence. At first you notice it. You feel foggy and slightly uncomfortable. Then the transition smoothly glides from presence to absence.   And after a while you don’t notice it. Then it’s forgotten. *** I‘ve been trying to write this for some weeks. Finally it appeared for me – perfectly written by Erika Napoletano in a recent post, Your Messy, Messy Life … “It’s been awhile since I’ve written … a combination of self-doubt and blinding excellence, all muddled together in a strange stew of here and now where I can’t seem to get the seasoning right.”   I couldn’t serve a dish to my roommate that didn’t taste, look or feel right. So I didn’t. But after giving myself the space of absence, I’ve...