You’ve got mail (that you’ll actually want to read)
How often do you bother to read marketing emails? Like many others, you may wonder why marketers are so keen to keep e-mail communications alive. Put simply: they work. Why? Because we all still keep a close eye on our inboxes every day.
Pick a partner: why working together is the key to success
When you think of Tom and Jerry, it’s likely the first thing that springs to mind is their natural rivalry – each episode erupting into mayhem because of the comedic competition between the two characters. But if you think harder you might remember that, from time to time, the pair set aside their rivalry and defied nature to pursue a common goal. Although cat and mouse were created to be enemies, deep down they were always friends – “frenemies” before the term became mainstream.
A brand worth living: hoping for new wave of celebrity brand ambassadors
Back in 2014, Kelly Slater, an 11-time world surfing champion and one of the greatest athletes of all time, made the surfing community question whether his brain was waterlogged when he parted ways with his long-term sponsor Quiksilver to pursue his own clothing brand. Walking away from a 23-year, multimillion-dollar partnership that had him made the face of surfing for three generations looked like a strange decision, to say the least. It was the equivalent of LeBron James leaving Nike or Lionel Messi dumping Adidas to start their own sports brands.
Why you may need to think again about thought leadership
A couple of years ago we were asked to make some strategic recommendations about how an established B2B brand could gain quick traction and momentum in an industry sector outside its traditional sphere of influence. Specifically, we were asked to consider how “thought leadership” might play a part.
In for a penny: what the world can learn from the UK’s fintech industry
I recently celebrated three years living in the UK, having moved here from Tokyo in late 2013. I wanted to see another part of the world and seek out opportunities that I might miss if I stayed home following my graduation. So I secured a visa and headed west in search of work.
No shirt, Sherlock: why the branded tee is marketing’s most effective method
In an over-saturated ad market, where every brand and its dog scrambles for a voice and some worthwhile engagement, it amazes me that more marketers don’t revert to an old-school, low-cost medium like the humble T-shirt to amplify deep-rooted brand devotion.
All the way to the bank: why we should be paying attention to Monzo and the fintech revolution
I went to an event last month that opened my eyes to the future of finance. It was at the London headquarters of a startup called Monzo (formerly Mondo). You might have heard of it – it crashed crowdcube’s website within seconds of its crowdfunding campaign going live three weeks ago after enthusiastic backers pledged £1 million in a minute and a half in exchange for equity in the startup.
Hitting turbulence: Virgin Atlantic, Delta and the perils of brand partnerships
Tie-ups between brands are like marriages. You’re committed to each other, often you‘re viewed as one entity – and sometimes you have to put in extra effort to make it work.