Five things that will sway your chances of marketing investment
Andrew GeogheganAs a marketer, you can’t always control the variables that decide your budget, but understanding them enables you to make the best case for investment.
We’re in the midst of a crisis in brand building
Andrew GeogheganThe rise of technology and decline of marketing training have hurt companies’ brand-building capabilities, but those that retain them will beat the competition.
Brands not born sustainable must evolve deliberately
Andrew GeogheganLegacy brands can be sustainable too – indeed the biggest companies can make the biggest difference – but it requires focus on credible, relevant changes.
Tips for marketers on making a midlife change
Andrew GeogheganExperienced professionals are increasingly challenging their own assumptions about their purpose and work, but it doesn’t have to be a leap in the dark.
Plan for the plane crash: It’s the only response to a ‘polycrisis’
Andrew Geoghegan‘Normalcy bias’ makes us panic or procrastinate when unexpected challenges suddenly emerge, but taking control of as many variables as possible is the only sound survival strategy.
To succeed in transforming your brand, you must also transform yourself
Andrew GeogheganEmbarking on organisational change means being willing to challenge yourself and others, and leading people through uncertainty with courage.
How to write an award-winning case study – even if it’s not an award you want
Andrew GeogheganWhether you’re entering industry awards or reviewing your work internally, the best case studies focus on the things that matter to the judges and your business.
The things that should make you excited to be a marketer
Andrew GeogheganIt’s easy to get down about the purpose of impact of marketing, but don’t lose perspective on what makes it so great to be part of.
To harness its power, marketers must first face their fear of pricing
Andrew GeogheganMarketers shy away from pricing strategy because they lack ownership and confidence, but they need to see it for what it is – their most powerful tool.
All bets are off: The pandemic has reset our ideas of workplace culture
Andrew GeogheganThere’s no ‘going back’ to the office – the 18-month break means attitudes have changed and an effective working culture must recognise new realities.
Experiences make memories – it’s time for brands to be bold again
Andrew GeogheganExperiential marketing has been on hold in the pandemic but, while expensive to invest in, experiences are important to consumers, so brands should let their imaginations fly again.
The pandemic has forced brands to shift from insight to intelligence
Andrew GeogheganCovid has forced an overhaul of research tools and approaches, making them quicker, more accessible and more focused on both long- and short-term KPIs.
To make business more sustainable, focus on what you can change
Andrew GeogheganSustainability is not just a ‘hygiene factor’ for businesses but a crucial opportunity for change, so brands need plan their approach systematically.
Brand birthdays can help you realign for the future as well as celebrate the past
Andrew GeogheganCelebrating a brand’s anniversary shouldn’t be about complacency or introspection but a reassessment of what its heritage means for modern consumers.
Foresight is about actions, not just trends
Andrew GeogheganNormality is an illusion – consumer behaviour is always in flux and the marketer’s challenge is to assess which trends are worth anticipating and acting on.