How marketers overcomplicate executing strategy – the hilariously pointed lessons of the ‘Designing the Stop Sign’ video

How marketers overcomplicate executing strategy – the hilariously pointed lessons of the ‘Designing the Stop Sign’ video

According to Richard Branson, “Complexity is your enemy.  Any fool can make something complicated.  It is hard to make something simple”.   It’s ironic then how much marketing tends to overcomplicate things, given that Branson is one of the profession’s most popular pin-up boys. Our last post for 2013 held a comic mirror up to some … Continue reading

Can Apple keep its cool?

Can Apple keep its cool?

Apple is one the strongest brands on the planet.  But over the past two years it has been increasingly tested by direct attacks from competitor advertising in its home market of the United States.  This post outlines what’s been happening and Apple’s response to it. A (very) short history of Apple’s brand communications To put … Continue reading

To develop new products that sell like hot potatoes, think hot potatoes:  Guidelines for ‘breakthrough’ innovation in today’s risk-averse business climate

To develop new products that sell like hot potatoes, think hot potatoes: Guidelines for ‘breakthrough’ innovation in today’s risk-averse business climate

Earlier this year, on a sweltering March day at Melbourne’s Moomba festival, I was intrigued to see every second person walking around with a curious looking hot snack.  Not only did this choice seem incongruous with the temperature, but people were queuing for over 10 minutes in the mid-day heat to get one. What was … Continue reading