Latest thinking
Growth is not a strategy
“We want to grow at x% by y” is a typical top tier management saying at annual starter meetings or at mid-year motivational meetings, when things don’t go as expected so far. The entire company is getting whipped up by this saying to get more revenue from their clients and achieve the growth agenda at…
A lesson about dull ads and not delivering the promise
Before starting of with the actual marketing part of this post, I need to give you some cultural insights, as the product I am going to speak about is a very regional phenomena from Austria and South of German: the ‘liver-cheese’. Put in between a roll the liver-cheese is a typical snack, comparable to a…
Cannes 2024 – Some take aways
The world famous Cannes Lions International Festival of Creativity was happening this week, and I as usual kept an eye on the news and side stories from the event. If you are working in the advertising industry, it is the one award show everyone looks forward to take home a lion trophy. There has on…
Marketing and AI: a realistic perspective as of 2024
Adland and (mostly) all other marketing people are going bonkers about AI since the launch of the first chat-GPT Version over one year ago. We see the use of generative AI in visual context that replaces manual work of graphic designers but also in other areas of the marketing field like branding, strategy and many…
Adwatch: Gillette bringing the 90s vibe back
One thing that comes to my mind, when trying to remember ads from the 1990s, is that almost all ads back then had it’s own song. The songs were sometimes really catchy but also sometimes really dull with product features text lines. One very well known song back then, was the “best a man can…
Liquid Death clones – will they work as well?
Liquid death is one of the marketeers and brand consultants most beloved brands at the moment and there a dozens of analysis out there, why the brand has become that successful. I will not go into much detail but the concepts behind are its radical differentiation (bottle canned in beer cans with a big skull…
Trendwatch: Social Commerce
Ever bought a product directly on a social media platform? No? No problem, according to a research of Capgemini only 24% already have. But not only this consultancy calls out social commerce as a top tier trend to watch and to invest in the near future. I personally stumbled upon this use case 6 years…
My Top 10 Marketing Learnings from 2023
The last year in marketing was indeed very instructive for me and it also brought up some pure surprises like the new perspective on the ad wear out topic, that basically replaces with strong evidence a decade long believe in advertising. There were a lot of discussion during the summer between the UK and Australian…