What’s this about?
Thoughts, musings and the occasional rant, all in the spirit of playing BIG and getting BALLSY.
The golden secret.
I'm often asked what is the golden secret for success, that one thing that will propel you to overnight profitable success. Sadly such a thing does not exist, but I do believe that two things are imperative to driving the basis of awareness and consideration. These are trial and validation.
There are no failings, just learnings.
When I worked in tech and innovation, iteration and optimisation were part of the course. We would have a hypothesis and conduct experiments to see if consumers responded to how we thought they would. They didn't have to be big, complex experiments but just quick ways of figuring out if what we suspected to be true was the case.
Creativity is the last unfair advantage
This is a quote that I have slap bang in the centre of my website, I include it in all my presentations and I have it printed out and stuck on the wall in front of my computer. I reference it so much because I absolutely believe it. Creativity has the power to tell a story, make your product come alive, make people feel something, and make them buy you over your competitors.
The counterintuitive secret to success.
When it comes to designing a marketing strategy that converts eyeballs into sales, 97% of brands fail at the first hurdle. They operate the classic ‘close your eyes, spray, prey and hope that something sticks with someone’ technique. Money, time and energy is wasted. Gone in a puff of smoke.
Extra: the fresh start we all need.
This week, I have been talking to a client about the importance of tapping into the social narrative to create marketing campaigns that stand out and are relevant. And I shared the latest campaign by Extra Gum.
Influencers, are they worth the Hype?
I’m sure you have heard stories of brands who have paid £100,000s to get a single mention in an Instagram post. Or brands that invested in a campaign that has resulted in absolutely no sales increase.