Peacocks and Pigeons: Planning for brand reputation and customer reward

Simon Harwood

Examines how marketers can design feedback loops that deliver better reputation and reward systems for brands.

This industry loves a good yarn. The rise of the ethical consumer. The need for purpose-driven marketing. Attention. Personalisation. Influence. The problem is that effective marketing emerges from a far messier set of decisions than the clean-cut stories we tell ourselves to make sense of the world. 

Two competing narratives have tended to dominate over the last few years.

One is that advertising’s job is to create culture, to get the brand on everyone’s radar and make it famous. The competing tale stresses the importance of individual relevance, placing the right message in front of the right person at the right time and...

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