essays

Occasional writings on topics that inspire me to share my thoughts, explore this work that I do and ponder what it all means...for everyone that it touches!

what has marketing become, and is it time for it to go?

15 Nov 2019 / 951 words / 4-5 minute read
I have a problem with the word 'marketing'. Maybe it's just me, but it seems like a phrase from a bygone age, an age when the dominant approach to gathering attention for your product or service was to be bold, brash and shout louder than any of your competitors...

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your most overlooked audience...probably!

14 Nov 2019 / 759 words / 3-4 minute read
In recent articles I've been exploring the terminology, definitions and boundaries we apply to the individuals and organisations we connect with in our work. It's those connections which create the overall brand experience. Yet all too often there's one dimension that's either overlooked, or certainly doesn't receive the attention it deserves...

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redefining customers vs consumers vs...
what's actually relevant today?

13 Nov 2019 / 1003 words / 4-5 minute read
Yesterday, I explored the changing nature of how audiences need to be considered and defined, and pointed to the implications for brand positioning and messaging. The article ended with a definition of target audience, and it's clear to me that the traditional approach to segmenting that grouping is no longer serving its purpose...

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new complexities in defining audience:
direct vs indirect vs target

12 Nov 2019 / 752 words / 3-4 minute read
It used to be simple. There was your business and there were customers. There was usually a wider audience who may (or may not) be aware of what you did. And there was typically a target sector within that audience (the target audience) which you focused on as likely to become customers. And those customers bought things. With money. And in the vast majority of cases they paid up front...

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so what is 'brand experience' anyway?

11 Nov 2019 / 772 words / 3-4 minute read
When people ask me what I do, there's a pause as I search once more for the words to describe the work, the process, the experience. The happening, if you like, that takes place when I am engaging with others on behalf of my business. Even here, I'm struggling to find the words to convey it completely and accurately...

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