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28 September 2020 • Most brands went into defensive mode during Q2 and Q3 as the world went into lockdown but as we emerge into a new normal, especially one that is likely to be recessionary, here's how a brand can get back on the front foot.
26 March 2020 • Brand purpose as a concept was already coming in for some deserved criticism as a result of companies misunderstanding or misusing it, but now we’re in the grip of COVID-19 the stakes are even higher – says Mike Teasdale.
20 February 2020 • Brands don’t exist in a vacuum: they are judged by the virtues or vices of their industry and the meta-brand surrounding it – Mike May, VP Strategy at the agency Huge, explores the effects of meta-brands and how to escape them.
27 January 2020 • Gen Z consumers do not conform to the stereotypical persona that much of the sports marketing industry has been built to target, writes Mike Wragg, Global Head of Research at Nielsen Sports.
06 January 2020 • Advertising is in love with the new, but so often overlooks the past at its own peril, argues Mike Teasdale.
30 October 2019 • Artificial intelligence is bleeding further into our lives and work, Mike Teasdale considers the strategist in the age of AI.
06 October 2019 • Ads can’t change the world by themselves – that’s not their point – but they are far more effective if they reflect the world the audience aspires to. The ASA’s new rules help the industry to do this, argues Mike Teasdale.
26 July 2019 • Agencies’ process is out of balance, with too many avoiding the business problem, ignoring the science, needlessly reinventing the wheel and being chronically short term, argues Mike Teasdale.
17 June 2019 • Planning is still about being a catalyst for creativity but the context in which Planners operate has changed hugely – they need to adapt, and quickly, says Mike Teasdale.
11 April 2019 • Breathing new life into a brand is a complex exercise in which knowing what to change is as important as knowing what to leave alone. Mike Teasdale considers the strategic landscape.
08 February 2019 • The 2018 IPA Effectiveness Awards illuminate much of what is changing in advertising, how questions of effectiveness are shifting. But there are elements that have not shifted with technology or trends, observes Mike Teasdale. Make the brand famous and make it easy to buy.
15 January 2019 • Neuroscience teaches us that memories don’t exist whole but as little bytes of sensory impulses that need reconstruction. Don’t make that reconstruction task more difficult than it needs to be. Though most marketers fear rejection, they should instead fear being ignored, explains Mike Teasdale. Here are five questions to ask yourself when developing messaging.
30 August 2018 • Nowadays, it is almost unfashionable to spend time thinking, but looking sideways at seemingly non-relevant areas is potentially very fertile. Mike Teasdale offers techniques to help think of a solution to a problem, beyond a nap or run.
01 May 2018 • The new EU data privacy laws, GDPR, could give brands a chance to strengthen their relationships with customers, says Mike Teasdale, as long as new-world companies realise they need to offer their customers rewards for the privilege of handling their data.
About Mike Wragg