Amidst the fallout of the VW scandal, what has surprised me the most, is not another a large corporation being caught out gaming the system - but the fact the VW fans are sticking by. Initially I thought this kind of global scandal would equal an immediate death, in the aftermath however speaking with multiple current owners and fans of VW, I no longer believe that. Ask a VW fan and they'll say ...
The other day I passed a shop with a huge sign out the front saying 'Why pay more'? Although this is a win for the customer, this strategy marks a slow death for brands. If your only USP is low price, you don't have a USP. Now that we're globally connected, there is always someone, somewhere who ...
Today, we live in an information age - even if we deal in physical goods, we're still inundated with the information created around the product. The hallmark skill of our time is the ability to ...

“The mission of my organization is to make meaningful connections between people and businesses.”

– Andrew Bosworth, Facebook’s Senior Ad Engineer

The beauty of online marketing is that we have data for everything. The danger of online marketing is that we have data for everything. We can become so overly fixated on the numbers that we can forget our real mission ...
Those in senior marketing roles today most likely can you remember life before smartphones, broadband and possibly even before the Web. Such folks (me included!) were raised with thoughts & perceptions of the world shaped by local, Industrial Economic conditions. The fact that you're reading this blog means you've made (or are making) the transition to think and understand our new Global, Connection Economy environment. Gen C (Generation Connected - born from 1990 onwards) will be the first generation to ...
If everything was taken away from your brand except the relationships you've built (brand-fan and fan-fan) - how much would you have? This is your Net Love. Are you rich in Net Love? Are you poor? Your product/service may get us ...