Plannersphere

Kevin Sugrue - Strategy & Insight provision across digital, advertising and media. You want answers? I want the truth.

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Cultural Narratives & Storytelling
Marketing Models & Mindcraft No. 199/554
Brands use cultural narratives (myth, history, collective memory) for emotional connection. e.g. “rags to riches” (the American Dream). Guinness and Irish folklore, Japanese brands and "mono no aware."

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Signal Loss Adaptation Model
Marketing Models & Mindcraft: No. 363/554
A strategic framework for maintaining targeting precision amid privacy-driven signal erosion (cookie deprecation, IDFA limitations). This combines probabilistic AI modelling with zero-party data collection.

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Neuro-Generative Marketing Optimisation
Marketing Models & Mindcraft: No. 219/554
AI generates and refines creative ads based on neural response predictions, bypassing human A/B testing. Cost-saving potential. Risks include homogenised ideas or ideas referencing ageing concepts.

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Dark Social Engagement Framework
Marketing Models & Mindcraft: No. 503/554
A strategy to track and leverage private sharing (non-trackable, like messaging apps, email, or f-to-f conversation):
1.Proactive Dark Social Design
2. Indirect Attribution
3. Conversational Analytics

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Media Engagement
Marketing Models & Mindcraft: No 318/554
Reach is important. But the quality of Attention paid to advertising can be measured through other methods, such as:

1) Active time (not just clicks).
2) Emotional arousal (facial coding)
3) Brand linkage

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Digital Anthropology in Marketing
Marketing Models & Mindcraft: No. 282/554
Applying ethnographic methods to understand digital tribe behaviours & rituals. Gamers watching Twitch streams form "parasocial relationships" with creators, and Reddit communities develop unique lexicons

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Marketing Models & Mindcraft: No. 96/554
Aspiration Adaptation Theory
Consumers adjust their aspirations based on past experiences and comparisons. Adjusting needs over time. Brands leverage this as a range "step up." The theory explains why post-purchase satisfaction may dip.

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Blue Ocean Strategy
Marketing models & Mindcraft: No. 291/554
Creating uncontested market space by simultaneously pursuing differentiation and low cost, rendering competition irrelevant. Successful Blue Oceans require cultural willingness to defy best practices and conventions.

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Marketing Models & Mindcraft: No. 485/554
Multisensory Marketing
Engaging two or more senses, deepening brand experience & memorability. Human perception is integrated; sight, sound, smell, taste, and touch influence each other. Combining stimuli amplifies impact and recall.

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Marketing Models & Mindcraft: No. 324/554
Media Stack
The layered platforms enabling modern marketing:
· Data (CDPs)
· Decisioning (Decision-making) (DSPs)
· Delivery (ad servers),
· Measurement (MMM)
Complexity related paralysis - marketers use a fraction of stack tech features

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Marketing Models & Mindcraft: No. 183/554
Hitchin's Razor
The principle that "the observable function of any system is its actual function" — regardless of stated intentions. Unlike Hanlon's Razor, this focuses on systemic outcomes over individual motives.

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Marketing Models & Mindcraft: No. 36/554
Real-Time Customer Journey Analytics
Customer journey analytics involves tracking and analysing user interactions across digital and physical touchpoints as they happen, enabling marketers to respond instantly to behaviour patterns.

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@dereklwalker The door was often open, because the boss wasn't in their office working with colleagues. They were elsewhere.

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@Robertc1970 Knowing the ingredients for advertising doesn't grant the ability to (cook) create distinctive and engaging ads. But it does allow you to measure that certain ingredients, used in certain ways, are more popular and more likely to influence purchase.

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Marketing Models & Mindcraft: No. 135/554
Information Gap Theory
Tension driven by curiosity: What we know vs. What want to know. Tap into this through teasing: Reveals, Cliffhangers, Coundowns, and Gamifying Content. Effect is stronger when relevant and the payoff is valued.

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Marketing Models & Mindcraft: No. 452/554
Stakeholder Communication
Engaging with groups who affect or are affected by an organisation, including employees, customers, investors, and communities. Effective communication is tailored, transparent, and aligned with shared interests.

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Marketing Models & Mindcraft: No. 23/554
AI-Driven Marketing Attribution & Modelling
AI allocates conversion credit across touchpoints by analysing non-linear paths between comms. Unlike last-click, it weighs each interaction on predictive importance, revealing hidden assists.

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Marketing Models & Mindcraft
No 247/554
Cognitive Dashboard Design
Marketing Data Visualization: CDD applies neuroscience to dashboard design, optimising for how the brain processes visual information pre-consciously. It emphasises Affordances, Chunking & Glanceability.

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Marketing Models & Mindcraft: No.403 / 544
Penetration Pricing Strategy
Launching a product at a low initial price, quickly gaining market share. Once a brand establishes a foothold, prices may be gradually raised. This disrupts competitors but impacts customer expectations.

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Marketing Models & Mindcraft: No.323 / 544
Media Saturation Threshold Theory

Identifies the point where additional ad exposures yield diminishing returns, or backlash. It combines:
- Effective Frequency
- Wear-Out Effect 
- Category Norms