Thought For The Week

TFTW Every Company has a story

Every company has a story. It’s what makes every brand unique.

The history of Beattie, for instance, is different from every other communications consultancy in the same way as the story behind your brand differentiates you from your competitors.

The question is – are you exploiting your story to make your brand stand out in the marketplace?

We all know the inspiring stories of Apple’s Steve Jobs, McDonald’s Ray Kroc and Stagecoach’s Brian Souter.

But do employees and customers know the story behind your brand…where the original idea came from and how your founders overcame the odds to build a successful company?

Your story is part of your culture and personality. It brings your brand to life. It builds trust and you’ll be surprised at the impact it will have on sales.

If you haven’t told your story, it’s time that you did!

2016 marks the 30th anniversary of Beattie, the creative communications group. To celebrate, we are giving away copies of my book Thought For The Day. Please email me if you would like a free copy and I’ll pop a book in the post.

Thought For The Week

TFTW Value is a powerful Marketing

The value revolution has transformed where we buy, how we buy and what we buy.

In the past, a trip to the Harrods food hall at Christmas was on the cards for the privileged few.

Today you are as likely to find the same well-heeled shoppers picking up festive treats in Lidl or Aldi.

It’s now acceptable for the lush and flush to splash the cash in discount stores, indeed it’s something to boast about.

The fresh thinking was highlighted in Saturday’s Telegraph where Aldi was the dominant advertiser.

You would not have found their ads in the broadsheets five years ago but on Saturday they even put Chanel in the shade with four and a half pages of ads promoting champagne Christmas pudding, millionaire’s torte, turkey, goose and wine.

It does not matter if we are rich or poor, we all want a good deal. As a result, value is going to be a powerful marketing strategy for the foreseeable future.

To prosper in tomorrow’s world every brand will require a value strategy – value for money and values to live up to.

Merry Christmas and a happy and prosperous New Year!

Thought For The Week

TFTW 115 Years old

Until yesterday I knew next to nothing about the history of marketing.

I suspect I’m not alone, so here’s a 30 second history lesson.

The word marketing did not appear in dictionaries until 1910, so our profession is only 115 years old.

Advertising, of course, has an older pedigree. The first newspaper ad appeared in England in 1657. The featured product was coffee.

The world’s first ad agency, NW Ayer & Son, was established in Philadelphia in 1869 while the father of modern advertising is reckoned to be Bill Bernbach, most famous for his VW Beatle adverts.

Lester Wunderman, who was born in the Bronx in 1920, is widely accepted as the founder of direct marketing.

Edward Bernays, the nephew of Sigmund Freud, is regarded as the father of public relations, although much of his output might today have been described as propaganda.

As Michael Caine said in the film Educating Rita – not many people know that!

Thought For The Week

TFTW Coconut

I was almost brain damaged yesterday when a coconut fell from a tree and missed me by inches.

There are a lot of coconut palms on the island where I have a beach house in Florida and it’s not unusual for the ground around the trees to be festooned with big yellow or green pods as no one seems to pick them up.

I was certainly not letting this killer pod escape so I took it home to have a closer look at what was inside the shiny outer skin.

First I got the biggest kitchen knife I could find and after an hour’s sawing and chopping got through to the nut inside.

From the swishing sound, I could hear it was full of liquid so I reached for a wine corkscrew and eventually the milk started to flow. It barely covered the bottom of a glass but it tasted fresh and exotic.

I then cracked open the nut with a hammer and, with a serrated knife, prized chunks of white coconut from the shell. It was absolutely delicious!

All in all, it took me an hour-and-a-half to reach the white flesh.

With a sharp machete, I could have done it in seconds.

The moral of the story – you need the right tools to do a good job and together with the right people you can achieve anything!

Thought For The Week

TFTW No such thing as perfect

I have a friend who is writing a book.

Peppered with funny vignettes and colourful characters, it’s a novel that will be worth reading.

Trouble is, he’s been working on the text for a decade and he will probably still be at it ten years from now.

Marketing people can be a bit like that – we polish our blogs, videos and adverts like we would shine a Ferrari.

Perfection is what we’re aiming for.

Trouble is, there is no such thing as perfect. Everything can be improved upon.

In my book – done is better than perfect!

My book, Thought For The Day, is available for download on Amazon.