I am fed up with hearing distinctive brand assets talked about as if they are a magic fix for poor b...
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How unexceptional brands can find growth
In his post exploring Epic Growth, Mats Georgson focuses on 150 companies with an average of 860% re...
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....
Is marketing becoming overloaded?
I was not surprised to see that The Future of Creativity finds that 83% of brand and agency marketer...
Repetition in advertising evokes recognition and recall
The first time that someone actively attends to an ad is an experience that they will never repeat. ...
Recession looms. Marketers, you know what you should do, right?
Let me put this as simply as I can. Recession is not a one-size-fits-all event. How brands, sec...
Three questions to help set realistic marketing growth targets
In his recent article on Mumbrella, "The forgotten 'P' of marketing," Ryan France references the 'sp...
Nigel's primer for would-be Super Bowl advertisers
Super Bowl 2022. It is at times like these that I must remind myself of two things. First, I am not ...
Buying a tube of toothpaste should not cause anxiety
This title was lifted from an old post by one of my friends on Facebook and which led me to won...
Why “er” is the most important suffix in marketing
For a while now I have been using the phrase, "Easy to mind, easy to find, and easy to pay," to desc...
For market share, value matters more than volume
In a previous post I detailed why I think that the basic recipe for marketing success needs to be ea...
What drives next year's profit?
A new study by Abhi Bhattacharya, Neil A. Morgan and Lopo L. Rego reported in the Journal of Marketi...
What makes a brand distinctive?
In Chapter 8 of How Brands Grow, Byron Sharp states: "Rather than striving for meaningful, perceived...
What makes a brand different?
In Chapter 8 of How Brands Grow, Byron Sharp states: "Rather than striving for meaningful, perceived...
The one-two punch that puts brands into bankruptcy
In boxing a one-two punch typically describes two blows, one from each hand, in quick succession. Bu...
Are the 4Ps still relevant? You have to be joking.
The fact that a title asking, 'Are the '4Ps of marketing' still relevant?' appears on a website like...
Thank you, Professor Sharp. Yes, thank you.
Mark Ritson wrote an article in Marketing Week titled, "We should thank Byron Sharp, not attack him....
After disruptive growth come incremental gains
Which would you prefer? Disruptive growth or incremental gains? I suspect most of us would opt for d...