When LinkedIn's algorithm fed me Peter Buckley's post titled, "Is Consideration a Con?", I was in a ...
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Habit: the established brand’s undervalued advantage
Whether it is the result of preference, routine, or dependency, habit has a powerful influence on pu...
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 ...
Recession looms. Marketers, you know what you should do, right?
Let me put this as simply as I can. Recession is not a one-size-fits-all event. How brands, sec...
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...
Five ways brand marketing creates financial value
So much is written about why brands are valuable. And about how brand marketing influences future bu...
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...
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 ...
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...
For market share, value matters more than volume
In a previous post I detailed why I think that the basic recipe for marketing success needs to be ea...
Beyond Double Jeopardy: the missing dimensions of brand building
I think the Double Jeopardy empirical generalization is too often used to justify a simplistic recip...
Forget short and long-term, think about the buyer cycle instead
Take the chart from my post about how purchase decisions are made, wrap it into a circle, and you ge...