Thinking.Doing

Why the Ashley Madison hack has done amazing things for the brand

Posted by in Marketing

First published in Marketing Magazine 21st July 2015 The Ashley Madison hack is fascinating, says Justin Basini, co-founder and CEO at ClearScore, as it raises interesting questions about morality, marketing and privacy. The Ashley Madison attack is the juiciest of all hacks so far perpetrated. This is not millions of dry boring credit card details only interesting to fraudsters. No, this is the details of 37m people who have, or want to have, affairs. Their details, including names, photos and even sexual fantasies could soon be up for public consumption.The…read more

THE “DAILY BALLET”

Posted by in Marketing, Media, Trust

Walking among strangers in an unfamiliar place has always had a certain piquancy to it…but these uneasy feelings are now more and more common even as we make our way around our own communities and countries.

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STICK TO YOUR STORY

Posted by in Brand, Marketing, Media

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.

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ENTER THE ENGAGEMENT WORLD

Posted by in Marketing

I contributed to this thoughtful essay by Tony Langham CEO of Lansons Communications. In this essay Tony argues that the days of standalone corporate PR departments may be numbered, but their distinct function will remain essential even within companies’ merged communications and marketing operations.

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THE FUTURE OF UK RETAIL BANKING?

Posted by in Brand, Marketing

Will Metro Bank rise to challenge the UK retail banking incumbents? They certainly have the right pedigree and are challenging the status quo by doing things differently and apparently the inert UK customer is responding positively.

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DON’T MAKE PROMISES YOU CAN’T DELIVER

Posted by in Brand, Marketing

I’m a Natwest customer of long standing, around 30 years in fact, ever since I took out my first bank account. Together with their stable mate, RBS, they have launched to much fanfare of posters and advertising their “Customer Charter – 14 commitments to make them Britain’s most helpful bank”. Yesterday in a comedy of errors I spent 25 minutes in a Natwest branch in London. So let’s see whether my experience and those of my fellow customers matches up to their commitments:

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GO ON TRUST ME…..

Posted by in Book, Brand, Trust

Many of my real world friends who read this blog might be bored by me banging on about trust – so I apologise off the bat for this post. But quite few of my readers dropped me a line following my recent trust post about BT so I thought I’d share a few more insights from my research into the historical, economic, psychological and sociological research into why trust is important to human beings and their societies. I hope to create a dedicated site to this research soon. So if you have…read more

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ALREADY DESTROYING VALUE? THE CADBURY-KRAFT MERGER

Posted by in Entrepreneurship, Marketing, Sustainability, Trust

  This morning Cadbury, the UK multi-national confectionery manufacturer, and Kraft, the US based multi-national food conglomerate, announced they had agreed the much contested takeover bid for £11.5bn. I am a consumer and shareholder of Cadbury. Food brands are all about trust, and chocolate even more so because it is an emotional category. Cadbury is an iconic British brand with a rich and socially aware history. In its early days Cadbury was a major employer of women and had a paternalistic attitude to its employees (in a good sense) investing in their welfare. Cadbury…read more

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A CROCODILE FOR BILLY?

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

> In his speech to the Financial Services Forum dinner in December Nigel Gilbert the outgoing Chief Marketing Officer of LloydsTSB talked about the role of marketing and the consumer in banking. He also talked about an initiative that LloydsTSB ran last year called “A Crocodile for Billy”. This is a book / ebook about saving and spending for parents to use with young kids. His themes about the role of marketing and brands in financial services echo my own thoughts around the rights and responsibilities of marketing departments. I…read more

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