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

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

WHAT IS MARKETING?

Posted by in Brand, Marketing, Marketing training, Media

What is marketing exactly? This most basic of questions was fired at me by one of my blog readers the other day who posed the question in the context the massive changes wrought by digital marketing, branding, dissatisfaction with marketing teams and directors – so what is marketing today?  The guru of marketing Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and…read more

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Best Books for Christmas | christmas, book

Posted by in Book, Brand, Entrepreneurship, Marketing, Media, Reviews, Technology

Books for Christmas? Well it's the 1st December so time to offer some help in the run up to Christmas! If you are looking for some Christmas Book inspiration for friends, family, colleagues or your team what better than to give a top business or marketing book to give them something to think about when they aren't passing the port or munching on a mince pie. These are the best books that I've read recently and I've sorted them into four sections: digital and internet, brand & marketing, economics & business,…read more

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Marketing Direct’s Green Marketing Conference presentation – Moving to a multi-channel, integrated marketing model

Posted by in Marketing, Presentations & PR, Sustainability, Trust

This was an important presentation to Marketing Direct's Green Marketing Conference sharing the progress that Capital One had made on creating a more sustainable, more effective, integrated and multi-channel marketing model. Marketing Direct's Green Marketing Conference 2008 presentation on sustainable marketing model at Capital One

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Defining the future of direct marketing in the UK

Posted by in Advertising, Marketing, Presentations & PR, Sustainability, Trust

  Speech at the “Profiting from Green Policies Conference”  – 9th November 2007 – London, UK Speech starts: I'd like to start with a test.   OPEN WITH GORILLA VIDEO ON DVD.   Purpose:   The effect that some of us have just experienced is a psychological phenomenon called “Inattentional blindness” and it is caused by over focusing on objects and therefore missing a major element of the picture. This is a neat introduction to the challenges facing our industry: there is a gorilla passing through our game and we…read more

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