Part of a marketing strategist’s function is to justify plans and strategy. One area of the marketing discipline, which seems to elude logical explanation, is the question, “Why should I brand?”.
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
Have you ever noticed that lighting candles can suddenly set a romantic tone or the aromas of freshly baked bread makes you feel soft and warm inside and even hearing a simple Christmas jingle can change your mood (for some – this might be annoyance, for me – instant happiness!).
I’ve heard it many, many times over my career in this industry…”Media Buying is easy! Anyone can book an advert! Why would I pay you for it?” While every business person should question what they’re paying for, but what I’d like to challenge is what’s easy about it?
The way I see it is pretty simple. You have two options when it comes to advertising and media selection – one causes stress and costs more, the other fits nicely into your budget and feels organised and calm.
To most, marketing does not qualify as a science, an opinion I do not share, especially today. It may surprise some to know that today technology has provided us with the tools to confirm many of marketing’s deep seated assumptions and to debunk some of our most vehemently held views. And as we adopt the idea of exploring instead of guessing, our profession is impacted by findings which impact all varieties of other life skills.
I’d have to admit, I think I was undoubtedly one of the most impatient kids growing up! Given I was the youngest of 3, I desperately yearned to do, act-like and have everything my older siblings had.
Sean arrived five minutes early, accompanied by knapsack, hoodie and a supercilious grin designed to hide the uncertainty of the situation. Fifteen years old and this fresh faced young man looked and felt the moment. It was his first venture into the commercial world.