How Google Analytics ruined marketing

Creativity is what builds brands and sells products. And activities, not channels, generate ROI. But after Google Analytics defined “social media” and other channels as buckets, and therefore as marketing strategies, people have confused strategies and channels ever since. So remember the strategy, message and marketing collateral matter more than the channel. The channel comes last. Here’s a really interesting article about it…

Is design simply a nice name for thinking about how stuff looks?

Why does it matter? Because psychology says what we see affects how we feel, act and in a sense who we are. Design helps create products, services and experiences that customers want. And if your design is better than your competition – well, you know the rest. If we look at colours as a simple example we can see how they create feelings and moods; bright colourful colours might make us feel happy, whereas dark, cold colours create a very different feeling. Shapes and images create similar responses often being described as hard, angular, soft or round. Describing something as beautiful or ugly is our...

Don’t forget the ladder…

Remember your basic marketing training, and specifically the concept of positioning and the benefit ladder. The idea of the benefit ladder is deceptively simple. You start with whatever product feature you believe your product offers that is superior or different from the competition – a micro-camera fitted to a toaster that can identify colours, for example. You then look for the benefit to the target segment that this feature will deliver – perfectly toasted bread every time. Finally, if possible, you push towards the heavens and look for the emotional benefit that this this product benefit will confer – you are the perfect parent because...