Bulmers

Bulmers are at last claiming their natural territory.  After hopping around as a me-too Magners for years, they’re hitting their stride. This is a nice strong claim. Great British cider. We’ve been doing this stuff for years, people. The odd thing are these fantasy Bulmers drinkers, presumably there in order

Just three questions

Talking with my friend Fiona McAnena of Clearhound fame. She recounted how the London 2012 team asked the following of each of their key audiences (athletes / spectators / sponsors etc) the following questions. What do you expect? What would delight you? What would disappoint you? So, for example, they uncovered

Stop looking for insights and start looking for revelations

Courtesy of Richard Huntingdon over at adliterate. So much that passes for insight is commonplace or wishful thinking that we need a new standard, rather like universities now insist on A* to find the really clever kids. Richard in full: That’s why at Saatchi & Saatchi we use the word

There are only six markets

I’m still taken by Rolf Jensen’s notion that there are only six markets. Here they are, with some examples: 1 The market for adventure – lastminute.com, Ann Summers, Boardman Bikes, , Cisco, Virgin Atlantic 2. The market for love and belonging (togetherness) – BBC Worldwide, Wickes, Centreparcs. National Trust 3.

Make an offer

Spent  some timeMullarkey-ing around with Neil Mullarkey of the Comedy Store Players He comes recommended if you’re looking to liven things up in your team. One of the core things he (and improv theatre teaches) is that you have to make an offer. Nothing happens unless you do. If you

Beautiful insights No 10 Create dissonance

The re-relaunch of the Independent  reminds us of the strength of facing down an audience with an idea they weren’t expecting: (originally It Is, Are you?)  It’s the strategy of bringing forth a lurking dissonance in the buyer’s mind. The insight here is You value independent thought: at the same

Some conviction for you

Working with a client who is very unconvinced about what direction she’s going in. We looked at this. It helped. Typography from Ronnie Bruce on Vimeo.

Who is your customer?

Great post from Seth. There is always a customer who matters more than anyone else. It could be the athlete (Nike), the musician (Columbia Records), the retailer. Or if you’re Apple, he passed away last year. What do you do when your most important customer dies?

Standing out from the crowd

This is the scene that greets you on a video that is all about how important it is in business to stand out from the crowd. Of the three middle aged white men in grey suits it’s the one in the middle giving the advice. It’s actually quite good advice,

Beautiful insights #14 Outgrowing your natural market share

I owe this insight to Martin Lee at Acacia Avenue. When he was heading marketing at Waterstones, he developed the hunch that they were attempting to outgrow their natural market share. Waterstones was conceived and grown as a store for book lovers, run by booksellers. Whether you were customer or