Advice, tips and inspiration to help you perform at your best
A few years ago, the concept of brand love or ‘lovemarks’ was very much in vogue. This was the idea that consumers could develop a relationship with a brand beyond simply being happy with their purchase. That they could feel such a strong, emotional connection with a brand that it’s akin to love. Advertising agency folk can be very persuasive. Brand managers lapped it up.
Marketers spend much of their time focused on Promotion, the communication dimension of their job. Often we take for granted the most important of the 4Ps - Product. You can create the best advertising campaign in the world, but you'll still fail if your product isn’t up to scratch.
Don’t neglect your Product Strategy. To help shape it, here are the four questions you need to ask yourself.
Looking Back
Growing up, I recall that every popular brand had a jingle that drilled its way into your head. ‘Try a Taste of Martini,’ ‘Just One Cornetto’, ‘Do the Shake and Vac.’
Decades later, I can still hum along. They worked, clearly, and they linger as fond memories. Everyone has their favourites. Yet the jingle has largely vanished from today’s advertising landscape. What happened, and could the jingle ever see a revival?
The horror movie industry continues to grow in importance. Since 1995 the horror genre has more than doubled its market share in the US and Canada, and it's still growing. It remains Hollywood's most reliable money maker. In an interesting change in direction, Hugh Grant is starring in his first horror movie - ‘Heretic’. It's receiving rave reviews.
It’s no secret that Burberry has had a difficult time recently. Burberry's sales have been falling, especially in China, one of its core markets. As a result, the CEO was replaced in July 2024. Indeed the whole of the luxury brand sector is suffering. This month, even the giant conglomerate LVMH reported a 3% decline in sales.
In October, Burberry launched a new outdoor wear campaign under the banner, ‘It’s Always Burberry Weather’ and I love it.
Is it too late to make a prediction for the year? Probably, but I’ll do it anyway. In the world of business and marketing, 2024 will be all about humour and having a laugh. It will be the year of fun. I’ve seen anecdotal evidence of this. I’ve noticed that people re-branding their businesses have used playful cartoons. Or have incorporated amusing copy. Here’s an example. There were lots of funny ads during this year’s Superbowl. Celebrities were not taking themselves too seriously. The Beckhams. Ben Affleck. And in my favourite ad - Arnie and Danny.
So why is this?
