Virtual insanity

(With apologies to Jamiroquai)

The future of marketing is in virtual reality, apparently:
Why Virtual Reality is the ultimate storytelling tool for marketers

So, people will buy a virtual reality setup to play games or enjoy other forms of entertainment. And already we’re trying to think of ways to gatecrash it and fill it with our ‘stories’?

Look! Hands!
Photo by Maurizio Pesce

This is the same way we’ve gone with lots of channels – and it hasn’t worked out well for us.

How about rather than trying to invading peoples lives in every way we possible can, we concentrate on building trust and adding value for them?

Virtual reality of games and experiences seems like an interesting idea. For advertising? Not so much.


Hey, now you’ve read this why don’t we connect? You can find me on Twitter or LinkedIn.

Unhelpful segmentation – Millennials

Millennials or Marketingus Focusi. Not a day goes by without an article appearing claiming it can help you understand and sell to this trendily defined generation.

It’s odd how sometimes we totally reject stereotyping and generalising, and sometimes we embrace it wholeheartedly. Like in so many areas of life it seems we’re trying to find the simplest answer to a complex question – how do we segment in a useful way?

At this point I’ll usher you in the direction of the ever excellent Mark Ritson on segmentation. And for a forthright visual interpretation let me point you to this presentation by Adam Conover:

Continue reading

Taste, feelings, and brands

So, Dairy Milk has a new slogan:
‘Tastes like this feels’.

It has been noted that this isn’t a million miles away from Coca-Cola’s:
‘Taste the feeling’.

According to Marketing Week, Cadbury’s global brand equity director Nikhil Rao, “insists that Cadbury’s focus on ‘consumption experiences’ gives it a point of difference”. I assume a consumption experience is when you eat something. Continue reading

Branding or blanding?

I’d recently been noodling on the awfulness that passes for branding sometimes. I read a bunch of articles that supported by view.

That in the quest for consistency some companies end up ‘reverting to the mean’. They make something that’s more blanding than branding.

Branding is supposed to be about standing out with a clear identity, not being the same as everyone else. Continue reading

When marketing isn’t marketing

Sometimes we know the things we’re doing aren’t the things we should be doing. There are always behaviours and tasks that we do because they’re habits, or because we haven’t thought them through well enough.

boss-fight-free-high-quality-stock-images-photos-photography-sad-man-960x640
“You sent that to how many people?”

We should just come right out and say, “we can do this, but it’s not marketing.” Continue reading