Don't be afraid of bias when poring over your market research results.
"Fresh" is not always a good thing, writes Passion's partner. Give yourself a chance to grow into the role
Look at any marketer's CV, or read a Q&A with one: at some point, they'll undoubtedly claim to be 'passionate' about their work. But what does that really look like?
If there is one theme that emerges from the marketing stories of 2013, it is "trust".
If you could glimpse into the soul of a big communications idea, you would see a lust to expand, writes Helen Edwards.
Every marketer faces the task of gaining share of mind with consumers. Easy-peasy. It requires, merely, a breakthrough insight, a relevant product or service innovation, a big communications idea, a cunning media schedule, seductive pricing, stellar PR and a tail of cleverly linked activation and social initiatives, writes Helen Edwards.
I was at business school between 1998 and 2000, during the frenzied inflation of the great dotcom bubble.
Consumer insights are, by definition, rare. There - see what I've just done? I've slammed together two words not commonly found in the same sentence: "insight" and "definition".
It was the answer that Jeremy Paxman is purported to have given when asked what runs through his mind during his Newsnight interviews: "Why is this bastard lying to me?"
So you've emerged from the global workshop and set down your new brand in its pyramid, onion, or whatever happens to be your preferred model.
Attention young marketers. Here is a proposal to put in front of your chief marketing officer, aka the boss. You want a budget, a big one, to undertake some new consumer research. When asked what you wish to learn, your answer is simple: "I don't know."
Marketers must ditch the buzzwords and jargon and start to speak in plain English if they want to continue to talk to brands about achieving 'clarity'.
It is time for agencies to understand that procurement professionals consider far more than just the lowest price when making purchase decisions.
Many marketers fear private-equity backers; however, despite often very different approaches, both parties have the same goal - the strongest possible brand.
Far from sparking a national debate, the Andrex 'scrunch or fold' campaign appears to have united - and perplexed - most observers.
It is easy to get swept up in the developing online conversation about marketing theory, but we overlook the contribution of pioneering thinkers at our peril.
When supply-chain issues mean brands no longer seem to stand for what they claim, it is time for marketers to ensure that their products keep their promises.
Mystery shoppers are, ostensibly, employed to check that a brand's customer charter is being lived up to, but could the budget for them be better spent elsewhere?
Measurement is a marketing essential, but 'vanity metrics' help no one. What's needed is a system that leads to action and adds value for customers.
Reports of the death of the written word in marketing have been exaggerated: in fact, wordcraft has never been more important to brand communications.