The recent press indicates that big brands are realising that when it comes to influencer marketing, less really could be more. While the reach numbers from influencer campaigns look impressive in the C-Suite report, they don’t seem to be delivering many meaningful conversions. The database isn’t growing, no one is making their way down the funnel […]
In-demand
Standout marketing, curated by Robyn.
Creating brand awareness and keeping costs low
In 2017, I helped launch two FMCG brands, taking their products from concept to shelf. The challenge was to find innovative ways to get the product in front of the target market, whilst keeping costs low. As marketers, we’ve all experienced navigating a marketing budget that squeezes your Rolls-Royce dreams, into a Volkswagen reality. Perhaps you’re […]
7 Step Framework for Influencer Marketing
One of the explosive, marketing trends in 2017 is the influencer. Essentially, influencer marketing is leveraging the influence of specific social media users to gain coveted access to niche communities, create meaningful conversations and achieve targeted reach and exposure for your brand. However, it can prove challenging. Marketers struggle to integrate influencers into their marketing […]
Fearless Girl – International Women’s Day
This statue of a fearless girl appeared on Wall Street on the eve of International Women’s Day. The statue is designed to draw attention to the fact that companies who place females in positions of leadership, perform better financially.
Brand Identity and Kapferer’s Brand Prism Template
I used Kapferer’s Brand Prism for a brand identity project and discovered that it is a useful framework to shape the perception and image of a brand. The idea is that the prism will help you define and visualise what the brand symbolises to the user and what it represents and reflects to a non-user. […]
Paper: Customer Relevance in the Digital Age
Discovered a paper on Customer Relevance in the Digital Age [PDF]. It explores how brands can reach these new “born digital” consumers and how companies can become truly customer-centric. Published by Harvard Business Review, it’s an interesting, if heavy read.