Thought Leadership Articles

Is this the eve of a marketing renaissance?

Is this the eve of a marketing renaissance?

John Bradley and Carrie Bradley on why now might be the time for marketing to regain its influence in strategic business decisions. The long-term decline of marketing departments (and their agencies) from being in the business strategy driving seat to being the annoying kids getting up to mischief in the back has been a well-charted path. The rise of digital…

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Is spending out of a slump financially illiterate?

Is spending out of a slump financially illiterate?

John Bradley and Carrie Bradley explain why one-size-fits-all advice is a bad way for brand stewards to preserve their reputation. Remember when advertising agencies were asking their clients to invest because investing in a downturn pays off? Seems almost quaint now. Marketers and agencies did their already-fragile reputations no good with that advice because it ignored the financial carnage hitting…

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Employing the employer brand

Employing the employer brand

John Bradley and Carrie Bradley on why looking internally is vital to get a handle on consumer-facing brand health. Since the pandemic began, the idea that consumers take an ethical interest in how a business treats its employees – and shift their consumption patterns accordingly – has gone from a niche theme to an accepted truth. The treatment of employees in…

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Are car sales a canary in the post-pandemic coal mine?

Are car sales a canary in the post-pandemic coal mine?

John Bradley and Carrie Bradley on why the old ways of anticipating demand may be a thing of the past. By John Bradley and Carrie Bradley Coal-mining was a dangerous occupation, especially when compared to those of us who only face Zoom background judgement or ring-light blindness as occupational hazards. By far, the biggest danger for miners wasn’t cave-ins, since tunnels…

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Getting back to spending becomes more complicated

Getting back to spending becomes more complicated

Why a new marketing reality means convincing more people that spending your way out of a downturn is the best call. By John Bradley and Carrie Bradley It was interesting last week to see that Kraft Heinz and McDonalds were both looking to reinvest in media spending in the second half of the year, even though they had very different experiences…

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The haunting truth about zombie brands

The haunting truth about zombie brands

Coca-Cola’s CEO wants to cull growth suckers from its pipeline. But what is the company up against? By John Bradley and Carrie Bradley On a July 21 investor call, James Quincey – CEO of The Coca-Cola Company (above) – made the awkwardly bold statement: “We need to do a better job of nurturing and growing smaller and more enduring propositions and…

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Why ad agencies need to help fix public behaviour

Why ad agencies need to help fix public behaviour

John and Carrie Bradley implore advertisers to use their powers of persuasion now to prevent more draconian restrictions down the line. By John Bradley and Carrie Bradley We are living through unprecedented times, the biggest international health crisis for a century. The Government has two overriding imperatives: to save many lives by preventing the collapse of the healthcare system, and to…

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