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


Posted by in Marketing, Trust

This is why I love social media. The Evening Standard are leading this afternoon with the story of Stuart MacLennan the 24 year old parliamentary candidate for Labour in the Scottish constituency of Moray. MacLennan has tweeted in the past offensive and racist comments. He’s also tweeted about being drunk for days. Given he is 24 maybe this can be put down to a folly of yoof but thank goodness for the transparency of social media and Twitter specifically in allowing us to know that he holds these views and…read more


Brands: if you want trust give trust

Posted by in Brand, Marketing, Sustainability

Brands and businesses always want to be trusted. But rarely do they trust their customers to understand how business works. This is why most organisations mission or values statements don’t include simple direct statements of what businesses are there, in part, to do which is make money. Businesses and corporations assume that we distrust them and therefore act defensively. In some cases, often the high profile ones, covered by the media, this default position of distrust is right but the vast majority of businesses, those that many of us work…read more



Posted by in Technology

Interesting chart on Twitter uptake – is the deluge of new users slowing to a torrent? Justin BasiniWeb: www.basini.comRead my blog: From: SAI Chart Of The Day <> Date: Wed, 2 Dec 2009 22:40:53 +0000 (UTC) To: <> Subject: Is Twitter In Trouble? Please click here to view this message in your browser. Wednesday, December 2, 2009 Is Twitter In Trouble? New users aren’t signing up for Twitter like they used to, according to numbers provided to WebProNews by a developer with access to Twitter’s API. 9.4 million users…read more


The different role of social networks Facebook v. Twitter

Posted by in Marketing, Technology

You can now listen to this blog as a slidecast going through the model and data. Click play below. Or you can just read the text below. The different roles of social networks – Facebook v. Twitter View more presentations from justinbasini. There’s been a lot written recently on some of the changes which Facebook have introduced to try and stave off the threat from Twitter. We all know that Facebook tried to buy Twitter in November last year and were rejected – so we know that Facebook is interested…read more


5 Reasons why Twitter is the next evolution in the democratisation of communication

Posted by in Marketing, Media, Technology

As many of my friends and family will attest I am a dedicated supporter and active user of Twitter. If I needed any more excuses to use my Blackberry, Twitter has given them to me. Lots has been written about the Twitter phenomenon but I wanted to share why I think Twitter has a really good chance to be a communication channel of long-standing and power. 1. Twitter is the first “feed” of interesting Internet information and opinion that can be accessed with no technical expertise at all. Since using…read more


Across the trenches – how the First World War created communities of trust

Posted by in Book, Trust

Men going “over the top” from a trench in the First World War Imagine you are in the trenches of the First World War. It’s muddy, dank and dark. It’s raining all the time and you are never dry. The rations are meagre. Your day starts and ends with the boom, boom, boom of enemy shelling. Some compatriots are being driven mad by the constant pressure, threat and thud, thud, thud of the shells; others are suffering from trench foot, the rotting of the feet over exposed to water. Danger…read more


RT @tomfarrand What will be the biggest trend in marketing in the next 3 years?

Posted by in Brand, Entrepreneurship, Marketing

For those of you that follow me on twitter (@justinbasini or or follow Tom Farrand (@tomfarrand or you may have noticed Tom’s question about the biggest trends in marketing in the next three years. This made me reflect. I like the question because of its relatively short term nature which is especially pertinent given the macro economic environment we are in. Dominic Grounsell (@domgrounsell or suggested technology and thrift which I agree with. The transparency and access that the information age has given rise to will continue…read more