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Gareth Kay

Brands are rarely made better when we add to them. The more we add stuff - be it for the sake of 'the new' or to fend off what we see as competitive threat - the greater the risk that we dilute and obfuscate what we really are, says Gareth Kay.
Strategic thinking is getting flabbier and flowerier by the minute, with fluffy language that is highly evocative, imaginative and inspirational but, says Gareth Kay, is devoid of the brutal rigour needed to create a robust foundation on which to build a brand or business.
The notion of the importance of “community” in building powerful brands has been around for a long time but, asks Gareth Kay, has the term now become so overused that it has been rendered meaningless?...
The pursuit of perfection is slowing marketers down and damaging their ability to build and shape brands that people care about, says Gareth Kay.
Marketers are increasingly getting stuck in the trap of obsessing about the new, at the cost of obsessing about customers, says Gareth Kay.
The tech businesses of Silicon Valley are hiding behind Big Data and as a result, have become disconnected from the lives of real people, says Gareth Kay.
Many marketers cling to brands, such as Apple and Nike, to prove that they have cultural impact, but it is often new business models, built from collaboration, that really change lives.
Brands have successfully utilised rituals for their symbolic and emotional power for some time, but how will new rituals be built when AI and voice assistants become our most common interface, asks Gareth Kay.
Resisting the urge to make predictions for the year ahead, Gareth Kay offers up three wishes that he hopes will happen this year, in order to move towards creating a more robust and vital marketing industry.
The ad industry likes to think of itself as great storytellers, but so often fails to look at the form those stories take.
The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.
Advertising is a talent business, but advertising and marketing isn’t the pull it once was, so, Gareth Kay argues, creative companies need to build more stimulating working environments to attract the most interesting people.
Gareth Kay argues that the industry should be more careful about how it uses the word ‘brand’, as it is in danger of becoming an empty phrase that will not help marketers connect businesses with their potential customers.
The advertising industry, and its awards, celebrates only success - forgetting the failures from which we could all learn important lessons, argues Gareth Kay.
Planners need to be the change agents inside their agencies and help change how we work to guarantee a more fulfilling future, says Gareth Kay.
Gareth Kay argues that words will never do justice to the best that our brains can create. So it’s time to think less verbally and think more expansively about how marketing communications can work.
Gareth Kay takes inspiration from an ad that's done the seemingly impossible: uniting all the internet in one emotion.
Elasticity is the yin and yang that can unlock the potential of a brand. On the one hand, the more price inelastic your brand is, the greater the price premium you can charge.
I'm writing this article as my company, Chapter, celebrates its second anniversary. We may be 0.0001% complete on our mission, but it feels a big milestone, as around one in two businesses fail during this time period.
The year 2016 is likely to be remembered for two political events that sent shockwaves around the world: Brexit and the election of Donald Trump as president.
Brands, their marketing and those who advise them tend to live at two polar extremes of the world and oscillate wildly between them.
Niki Nakayama is the chef and owner of a Japanese restaurant called n/naka in LA. She's a technically brilliant chef and her food has been lauded as some of the best in America.
We take great pride as an industry in our ability to solve problems. It's how we tend to frame our capabilities to clients.
About a decade ago, Copernicus Consulting did a research study in the US to look at how we saw brands.
About a dozen years ago, we began to talk about the age of conversation as the web evolved to enable us to spend more time on platforms that connected people together rather than the one-way questioning of information that characterised the nature of the early web.