- Brand The challenger banks fighting the personality wars Banks have their work cut out to convince people that they understand what they want, and that they’re responsible enough to deliver it. People can be apprehensive when it comes to personal finance so being a friendly, approachable face with an identifiable personality is really important in creating trust and encouraging interaction. The austere corporate façade […]
- User-generated content Does user-generated content work for luxury brands? User-generated content is one of the best tools marketers have for democratising their product. But what if your brand trades in exclusivity? That’s the dilemma for luxury brands. There are two schools of thought about ‘luxury’ purchases that often seem at odds. The CEO of Moët Hennessy Louis Vuitton SE, Bernard Arnault, once said that the experience at the […]
- User-generated content 7 of the best UGC campaigns of 2015 There have been some top-notch user-generated content campaigns over the course of 2015, and each of them gives great insight into how brands can engage with customers and effectively communicate their marketing messages. But while they serve as great inspiration, we reckon there’s a few ways 2016’s UGC campaigns could be even better. Three’s #HolidaySpam […]
- Brand Recent digital rebrands rated They say the only constant in life is change and for companies, life in the digital era is no different. Information – and more importantly, reputation – travels at the speed of a mouse click or a tap on a smartphone. Customers’ opinions, as well as their demands, change just as quickly – and keeping […]
- What consumers do Customers just want to talk about themselves There’s nothing more powerful than word of mouth. We all know how quickly the whirlwind of hearsay can move, both positively and negatively, when a brand is on the mind and lips of customers. Sometimes, having so many people talking about your company can be a good thing… a very good thing. Going viral might be […]
- Social media Death and taxes Save perhaps funeral services, it’s difficult to think of an industry which has a harder time putting a positive spin on its marketing than life insurance provision. This wasn’t such a major problem when the traditional routes were still king in terms of reaching a relevant audience, but the seismic shift in influence towards digital […]
- Brand Forget Hans Christian Andersen: think Carmax when telling your brand story One of the most powerful selling tools is the ability to give a narrative to an otherwise motionless, lifeless object or scenario. You’ve probably heard the phrase ‘bring it home for people’; well that’s exactly what you want to do. This applies broadly to all forms of marketing. If someone is ever going to use […]
- User-generated content 3 great examples of UGC in travel and tourism Few industries are quite as suited as travel and tourism for inspiring amazing user-generated content. The content is part of the experience – and the promise of the experience is what sells the holiday. Authenticity is a key factor here: compared with the glossy perfection of traditional media, UGC in the travel industry makes the […]
- Content marketing Brand, new You are who people say you are, and the same is true for brands. As Jeff Bezos, Founder of Amazon was quoted to say: “your brand is what people say about you when you’re not in the room.” Marketing departments can attempt to steer the conversation one way or another, depending on what image they […]
