Should brand advertising tell the truth: information vs inspiration?
A number of years ago, Stephen Dubner asked which industry makes the most misleading ads? His personal opinion was the companies that advertise closets. As he says, they always seem to be pieces of...
View ArticleA simple guide to being an interesting brand
I’m intrigued by the number of people who insist they don’t believe in marketing, that no-one takes any notice of it and that they don’t have time to engage with brands. Until … they have something...
View ArticleBrand controversy: how far is too far?
If your goal is to get people talking and you deliver thought-provoking advertising and that happens, then you have succeeded. Controversy often works if you’re a challenger brand trying to upset a...
View ArticleBrands need to be more interesting
Marketers love what they do and with good reason. It’s exciting, stimulating and inspiring to work on a great brand. But the rise of ad-blockers proves something no-one wants to admit. Brands are...
View ArticleIs your advertising provocative, controversial or offensive?
Any brand manager worth their salt is looking to cultivate and manage a brand that is noticed and valued. But how far should a brand go in that quest for distinctiveness? Interestingly, the answer...
View ArticleBrand strategy vs creative strategy
Often, when people in agencies talk about brand strategy, what they are meaning is the thinking that has led to the work they have been doing on the brand. That’s not brand strategy. Brand strategy...
View ArticleWhen should brands challenge?
Is there ever a right time to get on the front foot and call out your competitors by name? Motorola seems to think so. One of the very first rules I was taught as a junior copywriter was to never give...
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