Brand marketing: From media to capability 

The facades of empires always look most impressive just before they fall. The same goes for industrial giants and even whole industries. The Roman Empire didn’t disappear. Neither did the British. But the centre of power in the world shifted, first chaotically, confusingly and then all of a sudden when the fog of revolution cleared.…… Continue reading Brand marketing: From media to capability 

Brands on the edge of a cultural breakdown

Let’s connect a few dots around the idea of brands. After the Forrester Marketing Leadership Forum in London, I finally caught up with this James Surowiecki article from February’s New Yorker, Twilight of the Brands. The gist of it – consumers need brands less than the brand marketing industry thinks they do… It’s a truism…… Continue reading Brands on the edge of a cultural breakdown

Connecting some dots around social, earned and satisfaction

Working through the connections between these things… …Oliver Blanchard says: If you treat earned media like paid media long enough, you will teach it to act like paid media. …This is connected with the idea we explored that editors should be in charge of paid digital media (or at least have control of their own budgets)…… Continue reading Connecting some dots around social, earned and satisfaction

R/GA’s disruptive trends

Most predictions and trends articles are glib headline-grabbers that cue clueless nodding, but no real grasp of what they mean (variations of “digital is over” or “Snapchat is the new Facebook”) or shallow and obvious (“wearables will be big” or “mobile is getting bigger”) – but Bob Greenberg of R/GA gets down to disruptive trends and what…… Continue reading R/GA’s disruptive trends

Samsung’s massive ad spend

This year Samsung spent a lot on advertising. US$14 billion. To give you some perspective, Coca-Cola spent about US$2.5 billion in 2012, across all of its brands, globally. Want some more perspective? US$14 billion is more than Iceland’s GDP and more than Google paid for Motorola, according to an article from Reuters, which goes on…… Continue reading Samsung’s massive ad spend

New ad models for indie content?

After a comprehensive analysis of the state of display advertising (worth a read in itself), John Battelle is agitiating for a new advertising model for individual bits of content can be monetised, which… …attaches value to an individual piece of content, such that the piece of content is monetized as it travels around the web, getting…… Continue reading New ad models for indie content?

Forrester on paid content

A new Forrester report says that people paying for ad-free content is undermining the efficacy of advertising still further.  I’ve blogged about it on the Brilliant Noise blog:  There are no shortage of opportunities to buy media space – the real estate, as it were is increasing – it is just that the attention you…… Continue reading Forrester on paid content

“Gravity-defying” TV advertising in danger of a crash

Business Insider editor Henry Blodget reckons that what happened to newspapers in the last decade is about to happen to TV: an advertising collapse. Decline was worried about by newspapers for a long time, but denial and hope prevailed until things, well, fell off a cliff: Against this picture of doom, you could offer a number…… Continue reading “Gravity-defying” TV advertising in danger of a crash

The flawed optimism of digital advertising models

“Do you do any work on how annoying you are?” – Peter Day to an ad re-targeter… In Business, the podcast by the BBC’s Peter Day, is something I have enjoyed for years. Every now and again he does a programme which is so exactly pertinent to things I’m working on that I listen to…… Continue reading The flawed optimism of digital advertising models

Media in the age of networks: the decay/evolution of advertising models

The Association of Publishing Agencies first International Content Summit was a great event to attend, as a speaker and a delegate. As well as the many inspiring and useful speakers, it was the ambition and optimism of the industry there that was striking. This is the contract publishing industry, the kinds of publishers that create…… Continue reading Media in the age of networks: the decay/evolution of advertising models