Basic marketing practice generally means identifying a segment of people with common characteristics and then trying to work out what few triggers will attract as many of them as possible. Continue reading “The myth of the millennial market”
The researchers at professional services firm EY reveal four fifths (82%) of us believe a brand’s values must include a clear purpose. This purpose is critical in deciding whether or not we will buy from them.
The difficulty with this conclusion, and many like it, is that what people mean by purpose can be misunderstood, and such analysis can be overly simplistic and too easily miss a point. Continue reading “Do brands really need a “social purpose” to do good?”
This article first appeared in The Brief, the specialist law pages of The Times.
It argues that while it is often easy to see why lawyers’ first instinct is to be cautious, there are times when embracing the apology clause would serve their clients better. Continue reading “Saying sorry can be a good business decision”
This is written with huge thanks to Aesop’s original fable about the sun and the wind and the bet they had about who could get a man to remove his jacket.
This blog first appeared on PRMoment, outlining the need for the campaign, to make it easier for people to recover after traumatic or damaging incidents, and so that businesses can do the right thing when things have gone wrong.
The fear that businesses have that there may be legal ramifications to doing the right thing is often an issue for the communications advisers whose role is to try and protect their clients’ reputation when a crisis strikes. Continue reading “Please support the Apology Clause campaign”
The campaign is to make it easier for businesses to behave with compassion when things go wrong, and thus for victims to have better recoveries. Continue reading “Sorry needn’t be the hardest word to say”
The Apology Clause campaign has launched this week. It aims to make it easier for businesses to behave with compassion, instead of fearing the law, and for victims to get apologies they deserve, so helping their recovery. Continue reading “Apology Clause campaign launched so business can be compassionate”
Businesses are operating in a more hostile public environment than at any time in the last 40 years.
The collapse of trust in formal institutions. The re-birth of socialism. Popular support to nationalise many industries. These are all taking their toll, often making business appear at odds with society. Continue reading “New agency: making the case for business”
Too often PR measurement is little more than an end of term report, assessing whether the agency or in-house team did broadly what it said it would. Continue reading “Are communications people’s heads wired differently?”
We’ve all been horrified by the sight of United Airline’s passenger, beaten and bloodied, being dragged from his seat. But for the grace of God, that could have been any one of us. Continue reading “Beating its customer may not affect United’s reputation”
The communications industry has long struggled to prove the value of its work. In part, the answer must be to do more self-evidently valuable work, but making the case beyond that has often been haphazard. Continue reading “In defence of advertising value equivalents (AVEs)”
The PR and communication industry is struggling to remain relevant while other marketing disciplines are running rings around it. Continue reading “How communications might remain relevant”