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
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
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.
I contributed an interview to an article published by Marketing Week on Marketing Moving Beyond the Boardroom. There are many challenges for marketing how we respond to these will determine whether marketing prospers.
A great example of loyalty communications from Virgin Media with their Wow you’re amazing email and web animation.
My presentation at the 3rd Annual CMO Conference in Zurich later this month will be on – Leadership in Marketing: from shareholder value to stakeholder value