I see a lot of posts about the role of attention in advertising on LinkedIn. Attention is important ...
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Don’t count your distinctive brand assets, make them count
I am fed up with hearing distinctive brand assets talked about as if they are a magic fix for poor b...
To grow your brand, play to win, not for stalemate
I have never understood why marketers who get paid to create growth are so eager to accept recommend...
How unexceptional brands can find growth
In his post exploring Epic Growth, Mats Georgson focuses on 150 companies with an average of 860% re...
Three ways to make brand consideration more useful
When LinkedIn's algorithm fed me Peter Buckley's post titled, "Is Consideration a Con?", I was in a ...
What we can learn from brands that went bankrupt
I started my market research career at the Foods Division of Cadbury Schweppes. As I noted in my sec...
Habit: the established brand’s undervalued advantage
Whether it is the result of preference, routine, or dependency, habit has a powerful influence on pu...
Most brand relationships are a figment of a marketer’s imagination
Several times last year I heard marketers talk about the importance of building brand relationships....
Acquisition is the primary growth driver, not retention
Apart from the startlingly obvious fact that a company must first acquire users to retain them, ther...
Is there a solution to the advertising disconnect?
Advertisers are desperate to get their audience's attention. Most of that audience would prefer not ...
Can DTC brands beat the performance plateau?
A couple of weeks ago I published this post asking why and when startups should start investing in b...
Effective advertising requires more than originality
I believe originality is an important quality of effective advertising, but originality must do...
Why and when do startups need to start investing in their brand?
Growth. It is what every company seeks, but startups particularly live or die by their growth trajec...
What do we mean by creativity in advertising?
This might seem an obvious question until you try and put the answer into words. Marketers talk abou...
Why does most advertising fail to get attention?
Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facin...
How to become an advertising rock star
OK, maybe that title is a little misleading. Rock star advertisers usually get awarded Lions at Cann...
Is marketing becoming overloaded?
I was not surprised to see that The Future of Creativity finds that 83% of brand and agency marketer...
In advertising, creativity is not an end in itself
So much gets said about the importance of creativity in advertising, but it is not enough just to be...
Most advertising delivers an impression, not a message
My thanks to Derrick Rozdeba for reminding me of this post of mine about the fine art of making an i...
What essential experience does your brand deliver?
It is a rainy day here in Vermont. The garden is winding down, only runner beans, kale, chard, and r...