Brand Rejuvenation : The Elusive Search to Reinvent Your Brand

Tweet                     When I started my marketing career I dreamt of the opportunity to work on storied brands like Coca-Cola, Pepsi, Nike, M&M’s, P&G. I remember thinking “If only I could get that break…” So it is with no small degree of sadness that I look […]

Hands Up. Who Wants to Be An Innovator?

Tweet Back when I started my career (or when dinosaurs ruled the earth) there was a very different perspective of innovation and innovators. They were an elite group of secret, almost mythical, creatures toiling away in labs far from the prying eyes of competitors or even colleagues without a C-suite designation. As a lowly advertising […]

Lessons From The Best Challenger Brand Advertising Of All Time

Tweet I have a real emotional attachment to Challenger brands. The brands that look squarely in the eyes of the incumbents, the Goliaths of a category, and say “There is a better way and here it is”. I just love that focus, that chutzpah, that sense of purpose. While Challenger brands can manifest their purpose […]

Good Will Hunting and how to be a better Planner

Tweet I’ve always thought Will Hunting would make a brilliant creative planner. Forget the photographic memory and retention (who wouldn’t want that??). Or the deep ethnographic insight from living and working in some of Boston’s toughest areas. It isn’t even the off-the-charts IQ, which is always helpful. It’s his attitude to reading. In his first […]

WestJet, Under Armour and Creating Challenger Content: The studio m Interview

Tweet 33,940, 574 views on YouTube Put differently, that’s almost one view for every man, woman and child in Canada. Beyond the views and Facebook comments, one corporate executive has estimated this single execution has generated over $120 million dollars in free media for the company Those kinda numbers become legend. The type of numbers […]

Amazon, Anchormen and Asymmetrical Marketing

Tweet Tip of the hat to Jeff Bezos. A new “behind the scenes” book coming out. Some pretty decent share price figures. And, arguably, the Retail sector PR coup of the year. Coverage on CBS networks “60 Minutes” last night unveiled “an exclusive that will blow you away”. Mini drones from Amazon capable of delivering […]

Marketing lessons from Martin Luther King on the art of persuasion

Martin Luther King was a masterful persuader. There are numerous lessons an astute marketer can learn from him.

The definitive A-Z of Challenger Brands

Challenger brands are the future of solid brands. Here’s the definitive A-Z reference for why.

Red Bull Stratos and the ascension of Challenger Brands

Red Bull’s Stratos Space Jump highlights all the reasons why Challenger Brand thinking is on the ascension

Can adding friction actually enhance an experience?

We strive to create frictionless environments for our customers. Could we be missing an opportunity to add friction?