The Warc Blog

The Apple of J.C. Penny's brand

Posted by: Robert Passikoff, President, Brand Keys, Inc

Blog author

We were going to start today's blog with a title in the form of a question. Something like, "Would you like a simpler system of price promotions when you go shopping?" or "Wouldn't it be nice not to have to worry about coupons when you shop?"

We went with another title because the problem was that we couldn't come up with a question where any rational consumer would have actually said "no." We mean, come on, who wouldn't answer "yes" to simpler pricing and not having to clip, save, and carry coupons.

31 January 2012, 12:37
Lost in digital space

Posted by: Robert Passikoff, President, Brand Keys, Inc

Blog author

It seems not a day passes without some news somewhere about the world of digital, especially when it comes to brands. The news report usually starts with words like "a recent survey of digital users found…" Well, you get the point. Those who "participate in the space," as marketers say, are being asked to account for what they are doing. And who they are, so that maybe brands can figure out how to talk to them, or why they use this or that, and on and on.

The problem with these strategies – and it's a big one, we're afraid – is what's missing. It fails to answer how digital truly connects to how the category itself works. In short, it fails to give guidance to brands on how to be strategic in the digital space, not simply participate.

17 January 2012, 15:26
Strategy does not always equal results

Posted by: Robert Passikoff, President, Brand Keys, Inc

Blog author

Churchill said, "However beautiful the strategy, you should occasionally look at the results," and it seems like good advice, particularly when every shop seems to have one method or another they talk up.

But very few stop, look back, and question actual marketplace results to see if they were victorious in executing the identified strategies. Because when it comes to creating brand strategies, there's only one question that really needs a satisfactory answer: What happened? "The research predicted something and then… what happened?"

11 January 2012, 09:40
How effective is 'more magic, less logic'?

Posted by: Paul Feldwick, Admap Columnist and Consultant, Paul Feldwick Ltd

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Unilever recently announced that it wants 'more magic and less logic' in its advertising. What are its chances of achieving more effective campaigns through this programme?

Nigel Beard, former global account director on Unilever accounts

09 January 2012, 16:38
Mythbuster: Marketing is no religion

Posted by: Mythbuster, Les Binet and Sarah Carter, DDB

Blog author

'Conversion' is all around us these days. Whether running a brand campaign, sending targeted direct marketing, or managing a website, the aim seems always to be to 'convert' people - from believing X to believing Y, from rejectors to prospects, or from customers into loyalists. You'd think we were missionaries, not marketers.

Grrr… But this religious-conversion language is dangerous when applied to marketing. The word 'conversion' implicitly assumes a world where people have clear beliefs, which lead to stable, well-defined patterns of behaviour. You are a customer or a non-customer, promiscuous or a loyalist, a Pepsi buyer or a Coke buyer.

09 January 2012, 16:33
New on warc.com: Innovating for growth, media insights and more

Posted by: James Aitchison, Director, Warc

Blog author

Our first monthly editor's newsletter of 2012 highlighting new content on warc.com features a selection of key papers on innovation and media insights, together with winning cases from the UK DMA and IMC European awards. And there's a reminder that the Warc and Admap Prizes are still open for entries.

Innovating for growth

05 January 2012, 16:45
Resolute About Resolutions

Posted by: Robert Passikoff, President, Brand Keys, Inc

Blog author

Will 2012 be the end of everything we know and love? Or will it be the dawning of the Age of Aquarius? These are timely questions because December 21, 2012 is the day that time is scheduled to end. At least according to the Mayans.

The ancient civilization of Mayans lived in Mesoamerica since 2,600 BC and had an extremely complicated and accurate method of keeping track of time based on three separate calendars. The most important one accounts for the "Long Count." That's the enumeration of the period from the beginning of time until the end of it. Really. The end of time. And on December 21st 2012, the Long Count expires. Point zero. Time will be up for the Universe. No more tomorrows. Literally, the end.

03 January 2012, 10:12
 

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