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
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
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
I am delighted to say that at long last my book – Why Should Anyone Buy From YOU? is available as a Kindle edition. Now you can read all about how trust works, what you can do to create, nurture and capture it on your favourite e-reader. For more information on Why Should Anyone Buy from YOU? including videos, praise and free chapter click here.
Trust is the proverbial bad penny for financial services. Pages of analysis have been devoted to rebuilding it. Has any of it made a difference? By understanding trust more deeply trust can be rebuilt.
Richard Madden, Chief Strategy Officer at Kitcatt Nohr Digitas, has been reading my book and shares his thoughts on brand and business trust in his regular Marketing Week column.
“All institutions, but especially financial services ignore a lack of trust at their peril. There is often a dichotomy between what companies say they are about and what they actually do – their actions and their words are different. Organisations need to be more forensic about their activities, the impact of their actions and how they are perceived.”
Watch Steve Jobs delivering an Apple presentation to witness a brand completely in control of the development and evolution of their narrative. Don’t fall into the short-sighted trap of focusing on one campaign at a time, especially when the pressure is to acquire new customers or drive volume. Any new communication must be seen within the context of past and future promises.
My from the 3rd CMO Conference in Zurich on the challenges for marketing as we move from shareholders to stakeholders. The pressures to change the marketing model are huge and this is both a threat and an opportunity for marketing.
Vodafone have got rid of the CMO position replacing it with a Chief Commercial Officer. Is this the start of a trend or just a one off and what does it mean for the Vodafone brand and marketing in general?