Part of our series on growing your brand without a giant budget. In our last post, we explained the 95/5 rule, the finding that only around 5% of your market is ready to buy at any given moment, and that…
Part of our series on growing your brand without a giant budget. Our last post made the case for booking your Q4 media in the summer, and for many companies that is genuinely the right call. But we know that…
Part of our series on growing your brand without a giant budget. It feels odd to talk about Christmas while the sun is still out, but for retail brands, the summer is exactly the right time to start. The best…
Part of our series on growing your brand without a giant budget. Last night, as England lined up against Argentina in the World Cup semi-final, it was not only the players who were warming up. Brands across the country had…
Part of our series on growing your brand without a giant budget. Ask ten people what makes a good advert and you will get ten different answers. One will say it made them laugh, another that it had a great…
Part of our series on growing your brand without a giant budget. We have all done it. You pop to the shop for milk and come home with a bar of chocolate, a magazine and a scented candle you did…
Part of our series on growing your brand without a giant budget. If you have ever looked at the world of media agencies from the outside, it can seem like a maze of names, networks and jargon. So let us…
A follow-up to our plain-English guide to media planning and buying. In our last post, we made the case that you do not need millions to do media well. You need a plan, a sharp eye for value, and the…
There is a quiet myth in our industry that clever media only works if you have a budget the size of a small country. Big launches, glossy TV spots, billboards in Piccadilly Circus. It all looks wonderful, and also impossibly…
Pull up five websites in your category and cover the logos. Can you tell them apart? If you are honest, probably not. That uncomfortable little test, posed by the research firm Wynter, captures the single biggest problem in B2B marketing…