People Make The Difference

Having the best people is what separates winners from losers.

The space between people’s ears is what gives one brand an advantage over another.

Everything else has been commoditised.

Technology, routes to market, research and data can all be accessed by your rivals.

Experience, strategic brainpower and commercial ingenuity are what give brands the edge. 

People are the differentiator.

Don’t Hold On To Talent

Beattie Communications is a birthing pool for PR and marketing talent.

Some people spend a lifetime with us while others leave to form rival agencies, join other consultancies or work in-house.

I’m never sorry to see people go because our best people have a habit of returning.

They come back with fresh ideas, new skills and valuable insights.

The best way to keep people is to let them go!

Look To The Future

Great brands are built by facing the front and maintaining a forward momentum.

The achievements of yesterday don’t matter.

Looking to the future is what counts.

What we are going to do tomorrow is more important than what we did yesterday.

We need to stop looking at our shoes and keep our eyes on the horizon!

Don’t Be Misled By Data

Data is the latest cure-all for the marketing sector.

It’s the rocket fuel that will set every campaign ablaze – if you believe the hype that is.

Data can take the guesswork out of marketing but I’m sceptical when I receive messages like – data inspires creativity.

Nonsense!

Data provides insights. It gives direction but it’s who people inspire creativity. 

Count What Matters

Facebook likes are intoxicating.

The more likes we have on Facebook and other social sites, the wider our smile becomes.

Unfortunately, social media likes are dangerous.

They can cause us to forget what’s really important – sales.

Likes are nice – sales are what count!

Five Tips For Writing A Blog

Everyone who is anyone seems to have a blog these days.

For some of us, blog writing is a labour of love, for others it’s hard labour.

Here are my top five tips to ensure your articles get read:

1. Keep them short. People don’t have time to read wordy prose even if it’s beautifully written.
2. Write regularly not sporadically.
3. Write for yourself not imaginary readers. If it captivates you, it will interest others.
4. Make every word count by pruning and editing the text to keep it simple.
5. Read your blog out loud. If it sounds right, it will read right.

Don’t Believe Your Own PR

Conceit and complacency have caused the downfall of nations, the dismantling of political movements and the disintegration of companies.

According to legend, Rome was founded by twins Romulus and Remus who were suckled by a she-wolf while the glory of the empire was extinguished by the terrible twins of arrogance and self-satisfaction.

The destructive duo dealt a similar blow to communist Russia and, of course, the corporate dumpster is full to overflowing with brands that were great, once upon a time.

When a company becomes great, the temptation is to believe its own propaganda. Better by far to have the mentality Avis started out with – we’re only No2, so we try harder!

Think Like A Customer

We live in a world where consumers are sceptical.

Glowing superlatives cut no ice.

Brand recommendations from Mr B from Brentford or Mrs C from Chester are as useful as an umbrella in a hurricane.

Surveys that “prove” Brand X is more effective than Brand Y convince only the gullible.

A brand is not what we tell consumers it is. It’s what consumers tell each other it is.

Never Be Satisfied With Your Success

Innovation is the vital ingredient that ensures brands remain successful.

Fresh thinking, better products, new services, greater value for money and enhanced customer service are the essentials that give brands the edge.

Reducing costs and cutting staff will give you a short-term advantage but it’s innovation that will keep you in the game.   

You cannot afford to stand still. If you do, competitors will overtake you and customers will move on.

Being discontented with today’s success will ensure you strive for greater innovation and more success tomorrow.