Should You Be Part Of The Brand Police Or A Brand Guardian?
Should You Be Part Of The Brand Police Or A Brand Guardian?

I’ve been working in marketing for the best part of two decades. For much of that time, I would tell you I knew best in regards to the look/feel and tone of those brands. When it came to it, I wrote the creative briefs, I brought in the designers, agencies, freelancers etc. For most things, I signed off everything that could affect a brand, before it got to a director, for final sign-off. I was the Brand Police.

I’d have signed off – or at least ensure sign off on what I wanted – on everything from the colours in the brand pallet, to the tone of voice of the copy, to the images we used in the advertising. I’d even do training with the sales team and customer services team to teach them how to speak in the brand’s unique character. And there’s nothing a sales team hates more than being told how to speak to a customer by a marketer, who never picks up a phone to speak to a customer! Around five years ago all that changed. It was around that time that I started to see myself as the Brand Guardian. Read more

Are There Going To Be Lots Of Redundancies In Marketing After The Lockdown?
Are There Going To Be Lots Of Redundancies In Marketing After The Lockdown?

We all know when there’s a downturn, marketing should be the thing businesses redouble their efforts on, so they build-out of the downturn. I say “we all know it” because in reality for many businesses marketing is the first thing to go. And that got me wondering if there are going to be lots of redundancies in marketing after the lockdown. Read more

Why Blogging Should Be The Key To Your Content Marketing Strategy
Why Blogging Should Be The Key To Your Content Marketing Strategy

There is a lot of different types of content marketing you can carry out online, so it’s only right you’re questioning what type of content marketing you should be doing. Fundamentally though, I believe blogging should be the core and foundation of your content marketing strategy and I’m going to explain why here: Read more

How Search Trends For Digital Marketing Terms Have Been Affected By The COVID-19 Crisis In The UK
How Search Trends For Digital Marketing Terms Have Been Affected By The COVID-19 Crisis In The UK

Everyone can see the impact the COVID-19 Crisis has had on the economy and the wider landscape. A lot of businesses are going to close and a lot of people are going to be unemployed because of this. But, doesn’t everyone know now is the time to step up their marketing activities and start new ventures?

We thought we’d take a look at what the search trends for various digital marketing topics and search queries look like, which I think should provide an indication about what marketing professionals and business owners are turning to – or will turn to – after this crisis and the lockdown is over.

The figures and charts below are from Google Trends and represent search trends in the UK only. It’s worth noting I’m interested in search trends for search terms and not for search topics.

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Coca-Cola Has Halted Marketing Due To Poor ROI
Coca-Cola Has Halted Marketing Due To Poor ROI

It’s surely a sign of the times when Coca-Cola – that great luminary of brand marketing – has this week decided to pause their brand marketing because they believe brand investment is of “limited effectiveness” whilst the world is in lockdown due to the Coronavirus Crisis. Interestingly, they aren’t entirely ceasing marketing, they’re just moving some of the spend to digital marketing. Read more

Amazon Affiliates Payouts Cut By Up To 80% To as Low as 1%
Amazon Affiliates Payouts Cut By Up To 80% – To As Low As 1%

Yesterday, Amazon sent an email out to the Amazon Affiliates discussing changes that would take effect from 21st April. Whilst the email is vague, it’s message – that there will be big cuts to the affiliate payouts – will have a dramatic impact on the livelihoods and businesses of many Amazon Affiliates. I’ve lived through this before and I can tell you it can hurt or destroy a business. Read more

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est. 2009

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