Tag Archives: brands

on targeting and being Too Old For Topshop

I’m working on a couple of fashion led projects (yay!) at the moment and I suppose in fashion more than anywhere else, targeting is a real issue. Do you design and market aimed at the demographics of your current core target audience? Target the younger end of your audience because that might attract in the […]
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understanding value

Like many other Planners I suspect, I’ve been pulling together a lot of insight pieces for work recently looking at the effect of the downturn economy on buying behaviour. Since it’s proper paid-for-by-my-employer stuff drawing on all the groups and depths the research team have been doing with mums recently, I can’t really share it […]
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Straight from the (horse editor’s) mouth

On my newish extra ‘day off’, among other things I’ve recently been working on a submission for a horsey magazine.  I have to report that (based on this experience), magazine editors are much better than the average client at understanding and communicating their brand effectively. This particular editor managed to condense her brand and its […]
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the Pink Lady has divided the tackroom

Katie Price (aka Jordan) is about to launch her own ‘KP Equestrian’ range of riding gear.  It would be fair to say that this has divided the horsey world into two camps: 1) oh-for-gods-sake and 2) pink and sparkly things!!!! For any woman whose riding wardrobe (and that of their horse too) is based around […]
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fags and booze

I’ve been wondering – when was the last time anyone launched a new tobacco brand?  Since the government got all hardcore on marketing fags, (from the point of view of a non smoker) it looks like its become very difficult for to do any kind of brand based activity in this sector. So if the […]
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Passion of the Brand

Somewhere, deep in every brand statement/ pyramid/ onion/ anatomy/ iceberg/ essence/ journey/ vehicle is an answer to the question ‘what are we passionate about?’ But I don’t think that brands make a big enough deal about passions in general. Passions in truly great businesses (and brands) tend to be about things like delivering a great […]
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if campaigns go Stealth, what are we going to blog about?

There’s been a lot of fuss this week on t’interweb about whether Ad X is a ripoff (or homage) to Ad Y and if Campaign Z is actually any good. But what are we all going to blog about when all this media fragmentation, CRM and digital malarky gets its act together and means that enormous […]
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Teeing up Howies

We quickly got round to talking about Howies at last night’s Northern Planners in Manchester.  First off Andrew confessed to buying the majority of his wardrobe from them.  Then there were lots of positive comments about how the strength of the brand hadn’t really been diluted by Timberland buying them.  The overall consensus was that […]
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Trust me, I’m a Planner

I’ve been thinking a lot about Trust recently. In an planning/agency context, there’s a lot of Trust needed, between Planners and their Account Directors (please involve me but don’t try and micro manage my relationship with your client) and between Planners and their key client contacts (I really do have the best interests of your […]
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Jeremy and the Staufenbergers

I sent a client off to check out another agency’s blog recently.  Actually, I sent them off to read a speech from 1972. No, I’m not trying to lose the account – I pointed my client towards Jeremy Bullmore’s 1972 address ‘ the consumer has a mind as well as a stomach’, hosted on the […]
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