Graeme Crossley on fixing Brand Pain - All Comments

re: Sleeping out for Crisis

Graeme Crossley — Mon, 16 Nov 2009 17:05:01 GMT

HI Andy - I am a green badge on the morning shift for Crisis at Christmas at the Rough Sleepers centre so may see you around

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re: Sleeping out for Crisis

Andy Knell — Wed, 11 Nov 2009 10:30:31 GMT

Hi Graeme,

This is a great cause. I will be volunteering over Christmas with Crisis, for those who dont feel completely fulfilled with donations and are willing to take more direct action, you can also check out: www.crisis.org.uk/volunteering

re: Are Marketing Directors scared of the truth?

Chris Worsley — Tue, 10 Nov 2009 13:49:37 GMT

very good question - I use 3 different major supermarkets on a weekly basis for different purchases. I use a loyalty card at one only. I get asked at one of the others if I have one and say 'no'. No-one ever tries to give me an application form or offer me an introductory deal or persuade me. Why is that?

If you want to 'know your customer' it helps to meet some of them occasionally.

re: Are Marketing Directors scared of the truth?

Belinda Parmar — Mon, 09 Nov 2009 14:00:19 GMT

Its a really smarty question and I cannot understand why marketing directors and even their advertising agencies are so far removed from the customer. Most companies are so detached from reality that they rarely understand how real people consume and engage with their product.

re: Is a competitor on the horizon for the Post Office?

gotnoteef — Wed, 14 Oct 2009 10:29:19 GMT

that's the point though - what if you do live in a small rural village. Where is the profit in delivering post to villages - so where is the interest in a competitor taking on RM. Universal delivery is a heavy burden that any new entrant would struggle to make work. Perhaps people who live in villages will have to pay buy collecting their own post from a centralised locations in nearby large towns - because that sounds sooo much more manageable, doesn't it?

re: Is a competitor on the horizon for the Post Office?

Neil Charles — Tue, 13 Oct 2009 15:52:42 GMT

They lost Amazon second class deliveries a couple of years ago and larger parcels last week.

www.guardian.co.uk/.../royal-mail-amazon-postal-strikes

If you don't live in a small rural village then the sooner they're gone, the better.

re: The Adidas Legacy

gotnoteef — Fri, 21 Aug 2009 09:55:50 GMT

Originals - ultimately they will always be the best - classic timeless styles with modern twists - the 2nd best sports/fashion brand out there, behind Fred Perry.

re: Brand Reputation isn’t just for the Large Brands

Dan Dimmock — Tue, 04 Aug 2009 10:34:25 GMT

Thanks Graeme.

A couple of thoughts: Firstly, I think, the ability to compete against the 'big boys' isn't necessarily about investing money (reduced or not) in traditional marketing, advertising and PR efforts. Along with the opportunities the downturn continues to reveal to small businesses, the way in which brands communicate their reputation is simultaneously changing too.

Secondly, many big brands that you refer to as disappearing from the high street, haven't necessarily left rich-pickings for smaller, nibble businesses to simply glide in and pick up. The markets have changed. Demand, is at an all time low, and in many cases has quite simply dropped out.

Time can deliver a great ROI too. If one is smart about it, the investment of time can certainly outweigh that of cost. When combined with a true appreciation that the once traditional model of PRing, exhibiting and DMing (in hope) has changed considerably -- it will allow our smart thinkers to innovate, discover and communicate directly with new and lucrative marketing opportunities. It's exciting.

re: Energy companies need to play the loyalty card

gotnoteef — Tue, 28 Jul 2009 12:52:21 GMT

problem is that they simply don't care about the customer - if they did the enormous list of ongoing gafs wouldn't continue to grow.

re: Re-branding or Re-positioning?

Roy Murphy — Tue, 07 Jul 2009 15:59:42 GMT

Its true to say we've seen a fair few rebranding disasters over the years, i.e. consignia, monday, the original coca-cola climbdown with pepsi etc. but it strikes me that with the clutter and marketing messages get ever more cluttered, no one actually cares as much.

More interesting is the personal branding and reputation space which is becoming more visible, and more pertinent to both brands and the individuals concerned. the pitfalls in personal re-positioning and rebranding is waiting to kick off. Tick tick.

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re: Being green is just one side of the coin...

Scott Jones — Tue, 23 Jun 2009 09:26:20 GMT

I think Graeme is right; thinking beyond green - towards social, economic and environmental change - is vital if we are going to address the problems facing the planet and the people living on the planet. It's also vital to really activate your brand in a genuine programme of change - via a sustainability or a CR programme. Carbon is just one part of the story. And thinking of how to tell your story ... by putting on screen what you are doing and what progress you're making, using real case studies and stories, you can show the steps you're taking to be a sustainable, responsible business and brand. To see is to believe. This is where television and film are so important; giving you a foundation for all other forms of communications about sustainability. Scott Jones, Footprint Television.