We’ve talked in this parish before about the gap between promise and experience. Two years ago we called it the expectation gap. I believe that gap is widening and it seems the greater the promise in advertising, the worse the product experience. You may also...
The lead up to last Tuesday’s advertising projection on the Sydney Opera House caused phenomenal public backlash and made headlines globally. The projection was advertising The Everest, a horse racing event. In the lead up to the advertising stunt, there were plenty of opinions ranging...
This week, swimwear brand Seafolly launched interactive smart mirrors in their fitting rooms for the first time, following the footsteps of fashion retailers Mango, Ralph Lauren and Rebecca Minkoff who pioneered use of the technology in their stores. The intent is to offer greater convenience...
In the US, fast food chain McDonalds have been reaping the rewards of a 3 year investment in building owned media channels like digital screens, digital menu boards, a mobile app and leveraging customer data. The organisation has not stopped advertising on paid media but have...
There has has been a great deal of commentary and discussion amongst both fans and the media surrounding the latest Nike advertising campaign featuring controversial NFL player Colin Kaepernick. Even Bloomberg have waded in, with an article putting a $43M value on the discussion so far,...
Doing what? Apologies for the blatant clickbait headline but it is intriguing that these and other forward-thinking organisations are all building internally what used to be a strictly external marketing function. There is an accelerating trend amongst global power brands to build and rely on in-house...
Nowadays, with just one click we can publicise our purchases to others via a post on social media pre-created by the company we have just bought from. But just because we can, it doesn’t mean we will. It is typically only the most narcissistic social...
We are all familiar with the old adage, that it costs 6 to 7 times more to acquire a new customer than keep an existing one, yet we still seem to live in a world where businesses are obsessed with short-term gains and acquiring customers...
Omotenashi describes the heart and soul of Japanese service culture and means service from the bottom of the heart, expecting nothing in return. In other words, caring enough to empathise with customer needs and giving them what they want before they ask for it. This...
Learning how to bake sourdough bread is the current preoccupation in our household. And it’s like an irony wrapped in a paradox, with a contradiction for a bow. It’s so simple and yet so mind bogglingly complex. How hard can it be you may ask?...