We are all familiar with the old adage, that it costs 6 to 7 times more to acquire a new customer than keep an existing one, yet we still seem to live in a world where businesses are obsessed with short-term gains and acquiring customers...
In a world where everything communicates, the premise of brand fidelity is a competitive advantage. Brand fidelity refers to the faithful reproduction of a brands identity in every aspect of the communications ecosystem. It is achieved when you are being mindful of your intent with...
Omotenashi describes the heart and soul of Japanese service culture and means service from the bottom of the heart, expecting nothing in return. In other words, caring enough to empathise with customer needs and giving them what they want before they ask for it. This...
Much like Jane Austen’s novel back in the 19th Century, we have a Sense and Sensibility predicament in media right now. With the likes of Google and Apple recently making their phone screens less addictive, marketers will have to drop the romantic notion that they can...
I ride a bike. I don’t particular like riding it, but I ride it 2-3 times a week for fitness. It is about 10 years old and on its last legs. It has 3 chainrings and 21 gears. Lately it has been getting stuck on...
Being a media owner, like being a world leader (or wife of a world leader for that matter), comes with responsibilities. For businesses, it is especially so when using owned media channels to distribute exclusive content that people love. Last week two headlines in the news...
This image did the rounds a few months ago and one of the reasons I think it spread was the fundamental truth behind the seismic shift in Bezos’s business, (as well as his personal physique). In under 20 years he has taken Amazon from selling...
Learning how to bake sourdough bread is the current preoccupation in our household. And it’s like an irony wrapped in a paradox, with a contradiction for a bow. It’s so simple and yet so mind bogglingly complex. How hard can it be you may ask?...
You know a business is REALLY getting behind a marketing initiative when they are willing to make a major change to their usually untouchable, own assets versus just announcing it via rented media. The World Cup is one such event that triggers this ‘all-in’ behaviour and...
In case you missed it, GDPR is now enforceable as of last Friday. You probably knew it was coming, because your inbox may have experienced an explosion of “We’re Changing our Privacy Policy” emails. Whilst GDPR will affect different business in different ways, all businesses...