Thinking.Doing

Tell me what this blog should focus on in 2013

Posted by in Advertising, Book, Brand, Entrepreneurship, Marketing, Media, Sustainability, Technology, Trust

If you can't see the survey then click here. What content would You like to see on basini.com. This year I'm asking for help in prioritising my thinking and writing. PLEASE FILL IN THIS SHORT SURVEY. Thanks for your help and if you leave your email one lucky respond will get a free copy of my book – Why Should Anyone Buy From You? worth £19.99.  Create your free online surveys with SurveyMonkey, the world's leading questionnaire tool.

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WHY SHOULD ANYONE BUY FROM YOU?

Posted by in Book, Sustainability

Trust in business is at an all-time low. If your customers don’t trust you, you can spend as much time, effort and money as you want on marketing campaigns, branding and advertising and it will barely move the needle. This revealing book shows how the only reliable route to sustainable business growth and profit is to build trust in your company.

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THE FUTURE OF MARKETING

Posted by in Brand, Marketing, Sustainability, Trust

What is the Future of Marketing? Marketing is on a collision course with the future. Our current marketing paradigm is inextricably linked to the driving of consumption and the creation of habits of consumption. Economic growth has been the single minded outcome upon which we have built our brands, our marketing models and our rasion d’etre. But unabated growth cannot continue. My hunch is that the future of marketing is not merely, or even, a “more consumer focused / digital / growth oriented / sustainable” (delete as appropriate) future but a complete reversal of the current paradigm.

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ROUNDING OUT THE BRAND – HOW SKY DOES IT

Posted by in Advertising, Brand, Marketing, Sustainability

I was over at Sky a couple of weeks ago and picked up these internal flyers. They cover four areas: “Do the right thing” – responsibility “Reduce your footprint” – environment “Get involved” – sport “Be inspired” -arts They are a good example of a brand rounding out its internal brand perception through a range of activities linked to its core business but not in a direct way. Most marketers think about focus, focus, focus – but this often leads to a mono-dimensional brand perception. Sky are covering a range…read more

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LINEAR PERSPECTIVE: MORALITY IN THE MARKETS?

Posted by in Sustainability, Trust

In 1413 Filippo Brunelleschi discovered how to represent the three dimensional world on two dimensional pieces of paper. “Linear perspective” caused a revolution in art that suddenly allowed artists to use paint, brushes and canvasses to create valuable new imaginings that still today add value to the eyes that view them. This new perspective, quite literally, unleashed an emergent way of thinking based on human-centred naturalism that became one of the philosophical underpinnings of the renaissance. This powerful reductionist system of representing reality through a set of rules and mathematical…read more

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DID BRANDING KILL THE MARKETING STAR?

Posted by in Marketing, Sustainability, Trust

Ask most people in and out of business about branding and they will tell you its the name, colours, and logos of a company. Ask them about marketing and they say it is about flogging more stuff. But surely CEOs and other senior managers don't think this do they? They must understand the strategic importance of positioning and segmentation as we brand a company. Or the complexities of consumer insight, proposition development, and pricing as we create consideration and preference, generating ROMI, as we market. Actually in most businesses I…read more

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TRULY REPREHENSIBLE CITYINDEX ADVERTISING

Posted by in Advertising, Sustainability, Trust

Saw this CityIndex campaign on the Waterloo and City line this morning. I’m sure that it is a strong insight for traders but it’s such a shame that losing out on great experiences such as spending time with your kids or holidays is so often a signal of a life out of balance. Of course there is the counter argument that this new app allows these traders to take holidays or spend time with their children (otherwise they would be tied to their screens at the office) but surely we…read more

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