Lessons Learned From The Biggest Brands & Their Blunders… — Cartoon Network’s Bomb Scare In 2007, Cartoon Network launched a guerilla marketing campaign to promote the Aqua Teen Hunger Force movie, placing LED signs in random places throughout Boston.

A ‘How-To’ that inspires action… — This tried-and-tested exercise has worked at Google, Intel & Walmart, and is designed to help you start building a world-class brand. So what is it? Well, it’s an exercise in coming up with your brand’s future obituary: 25 years from now, your company is wiped out. Sit down and write…

The Benefits of ‘going niche’ to grow sales… — When it comes to promoting your product, deciding on a specific marketing message is hard. You see all the benefits your product has, and all the different people it could help, so how do you figure out what to prioritise? The best place to start is refining your audience and…

How To Make Daily Decisions For Long-Term Planning… — In the early days of Netflix, founders Marc Randolph and Reed Hastings made a decision that would take the company from ‘run-of-the-mill’ and transform it into the industry titan it is today. We’re going to take a look at their decision-making process, and how you can apply it to your…

Turn customers into dedicated followers with a powerful brand purpose… — “People don’t buy what you do, they buy why you do it.” Ethnographer Simon Sinek popularised the importance of finding your Why, and I’m going to explain it’s significance in creating a long-lasting brand: “In identifying your Why, you give everyone connected to your brand something to aspire to; you…

How to persuade customers with a benefit-based marketing message… — Copywriting that focus on how your product improves your customer’s life convinces them that it will improve their life. So start prioritising benefits over features. Here’s a quick visual definition of how features and benefits differ:

What I’ve learned by obsessing over target audiences… — Want to create a killer marketing strategy? Then get to know your customer better than the back of your hand. Applying a customer-first mindset means understanding how your customer thinks, acts, and feels, before shaping your sales and marketing message around how your product satisfies their specific needs. Let’s reimagine…

And the 1 question you need to answer to create a successful marketing strategy… — Want people to sit up and take notice of your product? Then get to know them. It’s all in the details, and this means making detailed customer personas. It means going niche. There is a fallacy I often hear when I talk about niching down audiences to within an inch…

How Apple read the market and produced what we always wanted… — Forget thanking Apple for the Apple Watch, let’s give a big shout out to Ford… yep, that’s Ford, the car manufacturer. Stick with me here. Ford was one of the companies to commission the Lear Jet Corporation to build the portable 8-track player. In 1965, they introduced them into their…