I have never understood why marketers who get paid to create growth are so eager to accept recommend...
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How unexceptional brands can find growth
In his post exploring Epic Growth, Mats Georgson focuses on 150 companies with an average of 860% re...
What we can learn from brands that went bankrupt
I started my market research career at the Foods Division of Cadbury Schweppes. As I noted in my sec...
Acquisition is the primary growth driver, not retention
Apart from the startlingly obvious fact that a company must first acquire users to retain them, ther...
Can DTC brands beat the performance plateau?
A couple of weeks ago I published this post asking why and when startups should start investing in b...
How to become an advertising rock star
OK, maybe that title is a little misleading. Rock star advertisers usually get awarded Lions at Cann...
Lessons in brand building from Airbnb
Back at the end of 2021 I questioned whether it was too soon to judge the effectiveness of Airbnb's ...
Are we underestimating the long-term effects of advertising?
In his recent presentation as part of the IPA's 3rd Age of Effectiveness Les Binet stated,"Most of t...
Nine reasons why marketers should pay less attention to market share
In 2012, the Apple iPhone had an 18% share of global smartphone shipments. Ten years later, sa...
Can Tesla emulate the Apple iPhone?
In June 2007 Apple launched the iPhone. Despite initial criticism, the iPhone changed the way ...
Ten assumptions underlying the misuse of digital advertising
The potential power of digital marketing is huge. So why am I left with the feeling that the practic...
Three questions to help set realistic marketing growth targets
In his recent article on Mumbrella, "The forgotten 'P' of marketing," Ryan France references the 'sp...
Here are dragons. What is your data map not telling you?
People love to claim that their marketing is data-driven. It makes them sound smart and fiscally res...
Performance marketing seeks to divide, branding seeks to unite
Recently, I have spent a lot of time trying to understand the world of performance marketing. It has...
Marketing should not be a pain, but endless emails are
So, it finally happened, I wandered into the digital crosshairs of the marketing blitz from HelloFre...
Evidence that advertising increases demand at any given price
I recently found an academic paper that suggests advertising raises the willingness to buy a brand a...
Did Airbnb really benefit from its shift to brand building?
I recently came across this post on LinkedIn about how Airbnb's shift to brand building advertising ...
How “easy to pay” fuels brand growth
The objective of marketing is to make it easier for people to choose the marketed brand. The basic r...
Why “er” is the most important suffix in marketing
For a while now I have been using the phrase, "Easy to mind, easy to find, and easy to pay," to desc...
10 actions that will drive profitable share growth
Over the last few years I have compiled this list of 10 actions that will help drive profitable mark...