Purpose is only powerful if people can see it.
I came across a conversation we had a few years ago with Richard Evens and Paul Brown about marketing in the charity sector. A lot has changed since then, but this point about purpose still feels very relevant. For charities, purpose should be a huge advantage. It gives people a reason to care, a reason […]
Charity shops should thank Vinted.
A year ago I wrote about how my daughters had changed the way I looked at charity shops. They just saw them completely differently to me. For them, buying #preloved wasn’t second best. It was normal. Platforms like Vinted and Depop had a lot to do with that, and I wonder if they’d actually done […]
Investing in plastic bricks and mortar.
We were in London last week and, like many parents before me, ended up at the Lego Store in Leicester Square with my two boys.I’ve been before. I knew what to expect. And yet was still impressed. Free Guide: How to Use Relevancy to Maximise ROI in Your Local Marketing. Get it now Yes, Lego […]
Has the penny dropped?
For years, “local” has been treated as the slightly boring bit of the marketing plan. Postcodes, store radiuses, a bit of local SEO, then the same national creative rolled out everywhere. What’s interesting now is how many big players are finally saying the quiet part out loud, local is not just a media setting, it […]
Uncovering the opportunity: multi-site brands.
We’ve recently kicked off a new project with a fast-growing UK education group, and the energy in the room has been brilliant from day one. The first step was a working workshop — not a “talk about brand” session, but the kind that gets to the reality of delivery: when you’ve got multiple locations, multiple […]
The NEC Motorhome Show: All Product, Little Story.
Last month I visited the Motorhome and Caravan Show at the NEC with a very clear thought in my mind, I can absolutely see van life in my future. I have spent over 25 years in automotive retail, so I am used to walking into big halls full of metal. I understand franchising, network strategies, […]