Thinking.Doing

Google to Alphabet: smart move but not radical at all

Posted by in Brand, Marketing, Technology, Trust

First published in Marketing Magazine 11th August 2015 The move from Google to Alphabet is far from radical; it’s well trodden as a business model by FMCG giants like P&G and Unilever, argues Justin Basini, co-founder and CEO at ClearScore. With the creation of a holding company called Alphabet they are starting to look more like a Procter & Gamble or Unilever The blog post announcing the rebranding of the Google into Alphabet this morning has taken everyone a bit by surprise. The markets have generally reacted positively with a…read more

The fight for the future of the Labour Party is obsessed with the past

Posted by in politics, Trust

For nearly two decades I was a card carrying member of the Labour Party. I was attracted by the values and intent of a political party that could challenge the status quo and seek to balance benefit for all sides of society. A party with a caring, empowering and not paternalistic attitude to those less able and more vulnerable in society. I was inspired by the humble, kind and strong vision of John Smith and found Tony Blair’s New Labour electability seducing. “What’s happening in the Labour Party at the moment is…read more

Unicorns and wizards: #LDNTechWeek | London Tech Week

Posted by in Entrepreneurship, Technology, Trust

This week has been #LDNTechWeek and London has been buzzing with conferences, talks, events and exhibitions. The week started with the announcement that London has produced 13 tech unicorns which are Tech companies that have reached a >£1bn valuation. They include Farfetch (clothing marketplace), JustEat (online food ordering), Skrill (payments) and Zoopla (property search). These companies prove that finally we are creating a sustainable and world class technology sector in the UK. These companies also prove that we are creating an environment in the UK where finally entrepreneurial ventures aren’t something the…read more

ALL WE CAN SEE IS THE DARK

Posted by in Advertising, Marketing, Personal, Trust

This morning as I was waking up my 3 year old daughter Jemima came into bed for a cuddle. It was cold and she snuggled under the covers putting her head under the duvet. I heard a little voice coming up from beside me, "Dad come under the covers with me." So I dutifully dived my head down under.  I said to her, "we can't see anything in here," and she replied, "all we can see is the dark." This reply struck me. How many times do we encounter situations…read more

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Rebranding lessons of hibu / yell.com

Posted by in Advertising, Brand, Marketing, Media, Trust

Over the last couple of weeks yell.com has been rebranding as hibu. This is the latest example, in a very undistinguished line, of such rebranding failures. When the best a CEO can muster about his companies' latest rebranding is this quote below you know the company is in deep, deep trouble.  'don't read anything into it….It doesn't have any pure meaning behind it. It needed to be short, easy to pronounce and to sound edgy and innovative. It doesn't mean a lot by itself, but if you turn the clock back, neither…read more

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BBC Interview about identity theft and ALLOW’s advice

Posted by in Entrepreneurship, Trust

  Towards the end of last year my company ALLOW commissioned Professor of Ciminology Martin Gill to research how criminals use online information to gani our trust in order to scam people. Martin and I were on various radio stations up and down the land talking about this interesting and worrying research.  Perpetuity Research, Professor Gill's research group has posted the interview from BBC Radio Leicester. Perpetuity Research, Professor Gill's research group has posted the interview from BBC Radio Leicester. We alos created a video of a criminal speaking about…read more

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BUSINESS VISION – LEARNING FROM SUCCESSES & FAILURES (Screencast)

Posted by in Advertising, Book, Brand, Entrepreneurship, Marketing, Trust

Business Vision: I was recently asked by a major corporation to prepare a talk on "Business vision" and how to create them. I told two stories one of Citigroup a massive bank and it's flawed vision and one about a much smaller clothing business Patagonia and it's inspirational leader.  This screencast is a 20 minute version of the hour presentation buts gives you the key points of the stories.  The key points illustrated by these compelling stories of success and failure around setting a business vision are:  Business Vision requires…read more

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ING DIRECT “CAMPAIGN FOR A BIT OF DECENCY” – DECENT OR DECEITFUL ADVERTISING? | financial services advertising

Posted by in Advertising, Brand, Marketing, Media, Trust

ING today splashed the latest instalment of their 'Campaign for a Bit of Decency' onto the front and back covers inside and out of the Metro. ING Direct has quite a prolific history of copy led advertising. I commented on a mortgage advert of theirs a while back questioning whether simplicity and speed of application was really a desired or desirable benefit when advertising a mortgage. Brand building by association This latest campaign is a good example of a currently very common approach to financial services advertising that uses the…read more

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Christmas on a shoestring for the ChrissyB Show

Posted by in Marketing, Media, Trust

Christmas on a shoestring? Is it possible? Had great fun on Monday evening on my monthly slot on the ChrissyB Show on Sky 203 talking about Christmas on a Shoestring. Chrissy and I chatted about the marketing fun and games that happen at Christmas as advertisers spend billions trying to persaude us to part with our cash in a £5bn spending spree. The average household in the UK spends nearly £1000 on Christmas when all is said and done. But is that what Christmas should be about? We all know…read more

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