AI is a platform shift
"AI is a platform shift - much like web, social and mobile". A cracking interview with Matthew Prince, CEO of cybersecurity giant CloudFare. Available on BBC sounds – Radical with Amol Rajan. With thanks to John Cottrill for the recommendation. If you didn’t know...
Accidentally Brilliant
Spent a very enjoyable hour or so with Josh Wheeler from Be Broadcast chatting about how I got into the industry (a lot of luck combined with an absolutely miserable economic climate), the agencies I've been fortunate to have run, dream clients and some lessons I...
Master your story
Testing out my first carousel post with a direct promotion of my media training. What I've found is it's not just about media - it also dramatically improves presentation skills. That's the feedback I'm getting. Which is nice. But the biggest win, again according...
Brands must be visible
For content to work harder, the brand must be visible. From the get go. According to System1 analysis in The Long and The Short (form) of it, it should be within the first two seconds of TikTok content. This doubles all aspects of brand growth. For Electrolux we...
The fifth edition is here
The fifth edition is here. And now extended to APMEA for the first time. Five years. Over 70,000 people polled across European Markets. Blended with analysis of millions of wash cycles using connected appliance data from Electrolux and AEG. From formulating...
Sameness is a disease
Sameness is a disease. It slowly destroys brands—and often, they don’t even see it coming. Once a brand loses differentiation and distinctiveness, relevance fades, and decline follows. For decades, GAP defined popular culture with bold campaigns—Madonna with Missy...
At the top of Mount Ventoux
This is me. At the summit of Mont Ventoux. After 4 days of cycling across the southern Alps. I'd been up it before - three times in a day in fact. But that was a separate challenge. This ascent was after days of gruelling climbs and a distance of around 450kms. I'm...
Big Shout Out
Big hand to Catrin Sharp (nee Morgan) and Felicity Jump for outstanding work. The transformation of the UK's busiest station is long overdue. There will be always be pros and cons to a project such as this - supporters and detractors. Especially when the investment...
When is an editor, a chief content officer?
When is an editor, a chief content officer? Picked up The London Standard yesterday. First time I've actually seen it in print. Pagination isn't bad - 68. It still carries some of the same content as before - when it was a daily and called The Evening London...
Another cracking piece of content
Another cracking piece of content - even if I say so myself. Aimed at the 45,000 employees of Electrolux Group worldwide, it works in a number of ways. (1) as an aide to the sales team who can showcase the case studies and projects to new and aspiring clients (2)...
3THINKRS New Consultancy of the Year PRCA Grand Prix Award winners
WINNERS I love what I do. Half of my time I spend helping clients to figure out the answers to some pretty tough, strategic questions regarding their brands. And the other half I spend working with agencies, helping them to get to where they want to be. 3THINKRS...
Behavioural Change
Behaviour change approach The need for behavioural change is everywhere. So why is it still so misunderstood by brands? 1977. A year of strong memories for me. Joining in the street party celebrations for the Silver Jubilee. Feeling the heartache of millions at the...
PR Agency Brief – getting it right
PR agency brief Finding a PR agency who will deliver a successful PR campaign for your business can be tricky and time-consuming. Agencies will make promises in their pitches, but not always deliver. You pick the wrong agency and your business suffers, and you are...
Build a stronger brand: 10 charts for a better business
#1 - Emotions yield stronger business results. A constant thorn I get from communications and marketing professionals is the total, unyielding organisational focus on the product. Sales over brand. Rational over-emotional. It shouldn't be an either/or. It's an 'and...
Brand Building and Positioning
Brand building and positioning are key to driving business performance. So, what stops everyone from doing it well? Read on for common pitfalls and solutions to increasing brand power and revenue. Brew Dog. Hard to argue against them being the brewing and marketing...