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Troubador Publishing Ltd - Wiemer Snijders

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202 pages

English

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How can we sell more, to more people, and for more money?The marketing world is awash with myths, misconceptions, dubious metrics and tactics that bear little relation to our actual buying behaviour.Eat Your Greens is inspired by the genuine advances in marketing science. It challenges us to change the way we think, by taking the huge body of knowledge gained from data and technology and applying the best evidence based thinking to the practice of marketing and communications.The papers are written by some of most respected practitioners in the industry, offering a diverse range of perspectives on how to do more effective marketing, and with an intellectual generosity of spirit from which we can all profit.

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Marketing et communication

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Publié par	Troubador Publishing Ltd
Date de parution	27 septembre 2018
Nombre de lectures	0
EAN13	9781789012798
Langue	English
Poids de l'ouvrage	1 Mo

Informations légales : prix de location à la page 0,0450€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

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EAT YOUR GREENS

Copyright in this and future editions of this title only © 2018 APG Ltd
The moral rights of the Editor and contributors (including cartoonist Tom Fishburne) have been asserted.
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers.
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ISBN 978 17890127 98
British Library Cataloguing in Publication Data.
A catalogue record for this book is available from the British Library.

Matador is an imprint of Troubador Publishing Ltd
CONTENTS
FOREWORD Sarah Newman
INTRODUCTION Wiemer Snijders
1 MAJORITY REPORT
Wiemer Snijders and Charles Graham
2 PEOPLE WHO PREDICT THE DEATH OF BRANDS DON’T UNDERSTAND WHY THEY EXIST
Shann Biglione
3 WHAT AILS MARKETING?
Mark Ritson
4 SHORT-TERMISM IS KILLING EFFECTIVENESS
Peter Field
5 THE SIGNALLING OF TIME HORIZONS – OR HOW TO PROVE YOU ARE NOT A CROO K
Rory Sutherland
6 FIGHTING NONSENSE WITH NONSENSE
Ryan Wallman
7 POST-TRUTH TELLY
Tess Alps
8 IT’S BEYOND TIME TO RETHINK SOCIAL MEDIA MARKETING
Jerry Daykin
9 TO TARGET OR NOT TO TARGET, THAT’S NOT THE QUESTION
Shann Biglione
10 PERFORMING SCIENCE ON YOURSELF
Julian Cole
11 SOMETHING IS NOT ADDING UP IN ADLAND
Becky McOwen-Banks
12 MAKING AND MEASURING WHAT MATTERS
Anjali Ramachandran
13 THE SILENT AD THAT SPOKE VOLUMES
Ryan Wallman
14 WAGING WAR ON RADICAL INCREMENTALISM
Rich Siegel
15 DEATH OF A SALESWOMAN
Rich Siegel
16 BEST PRACTICE – IS IT REALLY?
Mark Earls
17 WHERE DID IT ALL GO WRONG?
Eaon Pritchard
18 APPLE, WALT DISNEY AND HARLEY-DAVIDSON – EXCEPTIONAL BRANDS!
Robert van Ossenbruggen
19 EVERYBODY LIES – THE IMPORTANCE OF PSYCHOLOGICAL VALIDITY IN CONSUMER INSIGHT
Philip Graves
20 FACTS, FRAMES AND FANTASIES
Robert van Ossenbruggen
21 BIG DATA, BIG NOISE
Robert van Ossenbruggen
22 CAN NEUROMARKETING REALLY HELP BRANDS?
Brandon Towl
23 THE SCIENCE OF EFFECTIVENESS
Phil Barden
24 PUTTING ‘NUDGES’ IN PERSPECTIVE
Byron Sharp and Amy Wilson
25 IS THERE ANY SUCH THING AS BRAND LOVE?
Helen Edwards
26 SEDUCTION AND CAULIFLOWERS
Paul Feldwick
27 MARKETING UTOPIA
Richard Shotton
28 AUTHENTICITY, PURPOSE AND FAKERY – THE CHALLENGE FOR BRANDS
Kate Richardson
29 WHEN PURPOSE BECOMES A PROBLEM
Wiemer Snijders
30 ALL YOU NEED IS EMOTION. REALLY?
Phil Barden
31 MADVERTISING, BADVERTISING AND SADVERTISING FOR MAD, BAD AND SAD PEOPLE
Adam Ferrier
32 WHAT I LEARNT FROM JOHN WEBSTER
Paul Feldwick
33 THE DEVALUATION OF CREATIVITY
Bob Hoffman
34 BITING THE HAND THAT FEEDS US? WHY ADVERTISING’S LOVE OF NOVELTY IS DOING BRANDS A DISSERVICE
Kate Waters
35 WHY INNOVATION ISN’T AS SEXY AS BUSINESS BOOKS PROMISE
Costas Papaikonomou
36 UNLEASHING THE POWER OF DISRUPTION – THRIVING IN THE POST-DIGITAL AGE
Tom Goodwin
37 WHY CHALLENGER BRANDS MATTER IN THE AGE OF DISRUPTION
Mark Barden
38 MARKETS VERSUS MARKETING
Doc Searls
39 A SIMPLE WAY TO WIN
Sue Unerman
40 MARKETING IN THE AGE OF UNREASON – THE RISE OF EMOTIONAL EXPERIENCE DESIGN
Patricia McDonald
41 S WALLOWING THE LITTLE FISH – HOW BIG BRANDS STAY BIG
Gareth Price
42 RISING FROM THE ASH [ART, SCIENCE, HUMANITY] – THE PERSONAL AND THE PROVABLE
Rosie and Faris Yakob
EPILOGUE AND ACKNOWLEDGEMENTS
ABOUT THE CONTRIBUTORS
FOREWORD
Stimulating better thinking
Eat Your Greens is an eclectically excellent collection of papers by some of the best thinkers and practitioners in marketing and communications. But the apparently eclectic nature of the contributions belies the seriousness of the endeavour, which is to bring together a body of evidence-based thinking in one useful and inspiring reference book.
The original idea for the book is Wiemer Snijders’. The APG got involved part of the way through the project because we were keen to support the idea of bringing evidence-based thinking closer to the heart of creative strategy. While the world we occupy is apparently awash with data and facts, it is as hard as ever to find rigorous analysis combined with practical prescription, and in a form that is usable and stimulates better thinking.
Encouraging creative thinking and fuelling effective creativity are a fundamental part of the APG’s purpose. The last few years have seen a number of real advances in thinking about how creativity works, and how to plan for successful communications. These ideas have taken root precisely because they are based on thoughtful interpretation of data collected carefully, and applied with understanding and flair.
The contributors cover a broad and diverse selection of subjects, but they are united by passionate personal interest and great intelligence, and cover many of the things that are uppermost in our minds as strategists: long versus short-term thinking; the fallacies of an obsession with communications and digital toys; brand equity; a female future, and so much more.
We’d like to thank all the contributors for their ‘greens’. We find the analogy rather delightful, and I should say that it’s the very best of freshly prepared and high quality intellectual produce that appears in the book. We’d also like to thank Wiemer for his unfathomable wells of energy, and all of you for embracing the idea that fact-based thinking has the power to create change and nurture the best of creativity.
Sarah Newman
Director, APG
INTRODUCTION
There is an abundance of data and technology available to better understand the people to whom we are selling our products and services. However, it is useless if we don’t know how to use it effectively.
Progressively, this industry relies on short-term metrics, as they produce instant feedback. But we seem to have forgotten that the business of building brands is also a long game. It is one thing to measure whether someone has clicked on your ad, but the true effect of advertising is something you might have to wait several years for to effectuate. As marketing analyst Daniel Yankelovich described, disregarding what cannot be easily measured in favour of measures that do is artificial and misleading. But the ultimate step is to say that what can’t easily be measured really doesn’t exist – which he considered suicide.
We also seem infatuated with metrics and tactics that have little relation to our actual buying behaviour. Things like tweets, buyer personas, NPS (‘Net Promoter Scores’) and engagement rates. We convince ourselves that, with enough multivariate analyses (emphasising small differences over similarities) and significance tests (flagging differences where there aren’t any), we will get a better grip on people’s purchasing behaviour. Unfortunately, these things are mostly figments; cast on our office walls by projectors, flip charts and sticky notes.
So, if marketing is out of touch with reality, how can we fix it?
Thankfully, there exists a large body of knowledge that provides a more realistic view on how we can effectively sell more, to more people, and for more money. Dr Archie Cochrane introduced the concept of evidence-based medicine to the world, from which many benefited. It is Andrew Ehrenberg who did the same for the marketing industry. And its effects are starting to take hold, in part thanks to the continuous efforts made by Byron Sharp and his colleagues. But even amongst those who know and read such academics, the question of how to apply these learnings remains the subject of much debate.
And herein lies the objective of this book: not only to counter some of the hype and what we believe to be nonsense in the industry, but also to provide perspectives on how marketing can better itself, inspired (not contrived) by the advances in marketing science.
Some of the papers (or, for the purposes of this book, ‘chapters’) are written by some of the best-known thinkers and practitioners in the industry; others are written by people you might never have heard of, but from whom, nonetheless, you will no doubt find inspiration. The brief to all of the contributors was simple: tell us how you apply or find inspiration from marketing science in a short, easy-to-digest paper (some provided more than one paper). I did not ask them to write to a particular topic; this was intended as a bag of nutritious ‘mixed greens’, but as it happens, the papers did fall naturally into loose categories. The book starts with a contemporary view of the marketing industry ( chapters 1–17 ), before moving on to specific topics within it ( chapters 18–34 ), and concluding with a more forward-looking view ( chapters 35–42 ). The chapters offer a mix of perspectives, and varying styles: some are more academic in approach, others less formal. All are interspersed with some lively cartoons from Tom Fishburne.
These writers, these people ‘from the trenches’, don’t have all the answers, and at times can be found a little at odds with each other, but they have all been willing to share their unfiltered views on how to make marketing much more effective and simpler. After all, eating your greens is meant to be good for you…
After digesting this knowledge, you might experience the uncomfortable tension we feel when we encounter conflicting thoughts or beliefs. But if we want to fix our collective disconnect, the challenge also lies in our ability and willingness to reduce this so-called ‘cognitive dissonance’. If we can bring ourselves to no