Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙

🧡Marketing, creativity, results

🌏Lived in 7 countries, built megabrands in 20.

Now: Tech CMO
Past: FMCG (food&pharma);Retail.

Next: let's chat

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

@paulmarkbailey Yes. Coincidentally just read 2 books that touch on the impact of framing.

Dan Ariely Predictably Irrational
Jon Steel Perfect Pitch

And like spotting everyone else driving the car you've just bought, it seems I am now primed to notice tweets about the importance of context!

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

A great summary from @KatiaWalsh on the critical interactions between Digital, Big Data and AI:

"Digital makes data Big.

Big Data makes AI possible.

AI makes Digital smart"

Lots of other great content in this @INSEAD series of tech talks: https://t.co/q7lAbtzh6G

#BigData #AI

[Katia Walsh @KatiaWalsh]

How do you #build a #Digital, #Data, and #AI #capability that drives #CustomerCentricity, creates #Value, and fuels #Transformation, with a a #LastingImpact? INSEAD's recent webinar and article has the answers and prepares #leaders…https://t.co/QSnj2sTj5r https://t.co/Mfizo0EFwD

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

@CJPanteny This was an agency in Asia. It can be challenging preserving customer data in some markets... But I'm not keen to on someone who OPENLY admits that client confidentiality or data protection is of so little value!

Today the leak of an email address. Tomorrow our launch plans?

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

Got an email:
"Is your brand ready to build belief in the future?"
(From Chicken Licken I think).

To enhance my joy from receiving it, the person sending it to me
a) declared that she'd taken my email address when she left her previous agency
b) got my name wrong.

No, no future

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

@white_owly Visiting a financial services company that proclaimed how much they worked for their low income customers.

Their office was fully of trophies, plaudits for their founder, but not a single image or story of a customer helped.

Disconnect between the rhetoric and the reality

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

@white_owly At the start of my career, interviewing. One reception was big & dark, like a Bond villain lair. My shoes echoed across the floor. Eventually a grumpy receptionist appeared...

I took the job at the next place, the one with a friendly welcome. Stayed 13 years and 4 country moves

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

Naming products well does make a difference.

This is much more fun than mere description!

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

@MrAdamKaveney I think if you're really really on the naughty list, Santa doesn't even give it to you to keep, just to borrow for the day.

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

"Christmas is cancelled by surging mutant virus"

Surely the most incredible mainstream newspaper headline ever?

https://t.co/IyRs4qBSvf

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

My brain has decided that it's definitely Christmas.

Saw a local Facebook post from someone whose cat has gone missing. Big heading in red at the top as I scrolled down.

Stolen

Totally misread that

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

It's official
and it has been a BIG year for Corona.

Sales up +40% for the beer brand in the UK:
https://t.co/j2KmwStQ1n

As I thought back in January, maybe there's no such thing as bad publicity. (And no limit to our desire for an alcohol-based joke!)
https://t.co/qXrwo1LT39

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

I know that it's claimed that "there's no such thing as bad publicity"
and that brands grow through increases in 'mental availability'

Therefore I do wonder if Corona beer is selling more this month than normal.

It's a devastating way to do it, but would be an astonishing case.

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

This is great.
https://t.co/ILCack1vLB

I've always thought that demanding Bravery in marketing is like a playground dare.

If it's a bad idea, don't do it. That'd be stupid, not brave.

If it's a good idea it's not bravery it's thrilling, exciting.

Be excited, not stupid.

[richard shotton @rshotton]

Martin Weigel on the poor psychology of expecting clients to brave creative work

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

@Slightly_Random Both.

Yes Google is down for most people.
Yes you should panic.

If even Google can't deliver digital services, the apocalypse that is 2020 reaches a new high/low.

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

@GroupThink What doesn't travel well outside marketing?

Penetration.

(Though I once had a business chat with the people behind Durex so 'huge growth in penetration" was, I'm sorry to say, very amusing)

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

A lovely, charming, slightly bonkers Christmas TV ad.

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

I do think Pantone could have done the world more of a favour in their 2021 plans.

Yes to a vibrant yellow, but dirgey grey, not so much.

Don't we all need more carnival than crepescular?
https://t.co/2wcYTjYNHz

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

@BBHLabs Amazon last week was hedging its bets.

Looking for a novelty "Christmas face mask" I got everything from fruit peels to Santa beards.
For all the wonders of machine learning etc it wasn't totally sure what I was looking for.

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

@JasonRBradwell Buy Christmas presents.

And figure out how to make a ham to feed 12 for 24th, for first time ever.

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

With governments warning we're definitely not in the clear yet, some of these examples of nudge, (guilt), and visualisation are interessting.

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

How can someone personalise an invisible threat that probably hasn't harmed your health (yet)?

Two interesting examples (plus one from 1915).

Social psychology in our time of social distancing:

[Marketing thoughts & ideas|𝙋𝙖𝙧𝙞𝙨 𝘼𝙧𝙣𝙤𝙡𝙙 @SparkAlchemy]

I agree with Nick.

There's a lot of "we love everyone and are for everyone" TV ads at the moment.
Emotion/al? Often yes.
Memorable or distinctive? No. Interchangeable.

Effective? Surely not.

[Nick Hirst @nickhirst]

Quite liking these but that is surely a false distinction. Plenty of v creative work based on a rational truth; plenty of horrible uncreative schmaltzy “emotional” drivel.