Posts Tagged ‘Planning’
98% Potato: The Origins of Account Planning – an interview with John Griffiths Just before Christmas I had the opportunity to catch up with John Griffiths and discuss his new book, co-written with Tracey Follows, and some themes around account planning. It doesn’t take much to set both of us off on a passionate discussion […]
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Tags: 98% Potato, 98% Pure Potato, Account Planning, BMP, Brand Strategy, DDB, John Griffiths, JWT, Kevin Sugrue, Origin of Account Planning, Planning, Planning Books, Strategy, Tracey Follows
Equilibrium – An Insight Story For Brands June 2013 http://www.slideshare.net/kevinsugrue/brand-equilibrium-an-insight-story-or-brands
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Tags: Account Planning, Advertising, Brand Strategy, Brands, Insights, Market Research, Planning, Research, Strategy
Masters of Storytelling
View on Slideshare: Master of Storytelling This resource provides advice on storytelling theory, as well as lots of links and examples to help you become better at presenting information or proposals. Storytelling makes presentations more memorable, it provokes discussion and primes your audience to act upon your recommendations. Or download here: Masters of Storytelling August 2012
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Tags: Marketing, Masters of Storytelling, Planning, Presentation, Story Telling, Storytelling, Strategy
A collection of some of my planning tools: BrandStars A brand mapping and positioning tool. This brand system must have something going for it; 80,000 readers and going strong. Brand Matrix A competitive set brand matrix Model For Marketing To Teens This model identifies four consistent elements of successful marketing campaigns to teenagers. Brand Ignition […]
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Tags: Account Planning, Brand, Brand Strategy, Marketing, Planning, Planning Tools
Planning Triangle
Account Planners love triangles, they frequently appear in our presentations. This was a thought sparked by a conversation earlier today.
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Tags: Account Planning, Planning
I was asked yesterday about the frantic pace of change within marketing and the need to identify the next big thing through forecasting. I’m more concerned with trying to make the next big thing happen for my clients, rather than speculating where change might occur elsewhere. But trend-hunting is always an interesting diversion and sometimes […]
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Tags: Account Planning, Kevin Sugrue, Planning, Platforms, Strategy, Trends
CRM In A 2.0 World
I was given one evening to think about the impact of digital on CRM. Here were my thougths. CRM In A 2.O World A copy of the doc is also available via Slideshare: HERE
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Tags: Account Planning, CRM, Planning, Strategy, Web 2.0
Malcolm Gladwell, of The Tipping Point fame, talks about the genius of Howard Moscowitz. This contains some great stories that are analogious for brands. Embrace consumer diversity. Link: HERE
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Tags: Consumer Diversity, Howard Moscowitz, Malcolm Gladwell, Planning
collected thoughts
I occassionally view a presentation posted on YouTube from a seminar or conference and think ‘That’s a great thought, I need to learn from that and file a copy away for future reference.’ Well now I have a place to collect all of those thoughts, at the top of my blog there is a new […]
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Tags: Collected Thoughts, Conferences, Planning, Seminars, YouTube
“Rules are what the artist breaks; the memorable never emerged from a formula.” “You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.” “If your advertising […]
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Tags: Advertising Quotes, Bill Bernbach, Planning
Brand Tao 