Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.
Veteran agency planners Matt Davies and Pieter-Paul von Weiler released a study this week on the state of the marketing brief as part of their Better Briefs Project. It was the first global and largest study on the topic. They found that one-third of marketing budgets is wasted on poor briefs and misdirected work. But more fascinating is the perceptual… Read More
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“We value your privacy” is one of those meaningless marketing phrases, like “your call is very important to us” or “we’re all in this together”, where actions speak louder than words. A Deloitte survey found that 91% of US consumers consent to terms of service without reading them. For younger consumers 18-35, this was even higher, at 97%. Last year,… Read More
Doug Hall once said that “marketing is too important to be left to the marketing department.” The 2021 holiday season is a visceral reminder that the supply chain team is an integral part of the brand team. Consumers may not appreciate the myriad complicated steps that products travel in the global supply chain, but they certainly notice empty shelves and… Read More
Lindsey McInerney at Anheuser-Busch InBev recently gave voice to the enthusiasm many marketers are feeling for the potential of the metaverse. She said: “It’s a really exciting time to be a marketer in this space. I believe the shift we’re seeing to the metaverse, is going to be one of the largest shifts we’ve seen in a long time …… Read More
Marketers are perpetually looking for the most useful metrics to guide marketing decisions. None are perfect and many are in flux. Share of voice (SOV) became a marketing staple decades ago. In theory, share of voice is a simple way to compare a brand’s media spending against the total media spending of the category. The metric was bolstered by research… Read More
Tom Peters ushered in the age of personal branding with a 1997 cover story in Fast Company titled “The Brand Called You.” He wrote: “Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To… Read More
I find few things as silly in the world of marketing as the classic Brand Onion. The Brand Onion goes by many names — Brand DNA, Brand Architecture, Brand Wheel, Brand Key, etc. — but it’s basically a one-page synopsis of a brand, collectively word-smithed by the marketing team. In theory, a Brand Onion is a simple tool that can… Read More
