Growth & Commercialization strategy. Champagne Strategy show host. Adland antidote - Consulting CCO/CMO/CRO/CGO
Brisbane, QLD, Australia
- Tweets 10,267
- Following 680
- Followers 1,706
- Likes 6,977
Pinned Tweet
CEO- We spend all this money with a top-tier advertising agency and it didn't do anything
Me - Watch this
12
58
656
133,680
'Biweekly' has got to be the most confusing word in English. Is it twice per week or once every 2 weeks?
259
275
4,314
334,667
Wine bottles are 750cc only because that was the average lung capacity of French glass blowers in antiquity.
I think about this a lot.
And then think about how many other things are the way they are for no other reason than legacy process.
21
91
920
112,335
Irreversible (2002) - influenced Nolan's Memento and a masterpiece of cinematography, but it's intentionally crafted to make the viewer feel uneasy, disgusted and repulsed
17
6
255
280,464
Things can get pretty exciting with a bit of lead in your life. I mean look at the late stages of the roman empire. They all had lead poisoning and there was never a dull moment.
4
7
217
38,933
The mistake he made was he wasn't a US senator first. If he was, he could have got away with it. Rookie error
5
190
9,759
To replace marketers with AI, clients would have know how to brief accurately
We're safe
5
31
144
15,226
Once every two weeks is fortnightly. But I'm getting definitions where biweekly includes both iterations - hence the confusion.
6
3
126
18,877
It's official. Brand campaigns are a scam
Just crunched some data. Found there's no significant relationship between brand campaigns and revenue
In fact, the correlation is often negative correlation once you account for externalities
Why are marketers so enamored with them?
91
7
119
63,312
"Why does your marketing fail? Because you aren't doing marketing. It's as simple as that. You're publishing blogs, posting on social, doing ads on Google and Facebook and LinkedIn. Optimizing for SEO. This is not #marketing. It's tactical coms using digital channels."
11
18
119
Meta and Google reps are now selling 'brand campaigns' to my clients. We've come full circle folks. Can't make this sh*t up. 'Performance marketing' is now selling 'brand marketing' because they want them fat margins.
10
14
71
10,047
Why is everyone in advertising agencies left-leaning?
It's got to be one of the biggest contradictions out there.
Is it about trying to atone for their sins or buyers remorse?
50
6
67
Why is it rare to see older people still working in advertising and marketing?
Because it's exhausting.
21
5
64
7,715
Steve Jobs' advice for high performance team creation which not only runs counter to orthodox recruitment thinking, but has aged extremely well.
Especially his comment about bozo managers who can talk the talk but can't do anything. Because they don't know how.
Think of all the people you work with in senior positions who are like this. People who avoid real work because they're a 'manager'.
3
9
60
9,049
An engineer walks into a bar. He hates marketing and advertising. But buys a business that hinges on network effects born from a deep understanding of complex social human behavior. He rebrands out of spite. Fires the people who understand how it works. Thinks people will pay.
8
17
49
7,310
Every advertising agency be like, "We grow brands"
They don't. They just resell ad media from networks and package it up in a bow of plausible competence.
Sometimes their clients' brands grow, but most of the time they don't
That's the #advertising industry
12
8
55
Listened to a few minutes of their latest All In Podcast. I don't even work in finance and could tell it was just a rant by people with an agenda. I just wasn't sure if that agenda was ego, preserving their own investments, populism or all three.
3
1
52
5,144
Old Boy (2003) 올드보이 - does the theme of revenge far better than Kill Bill. But it's a darker, more serious version of squid games on steroids
5
52
9,467
Might as well add every other noun in the english dictionary as a prefix to the word 'marketing' while you are at it
41
Snowflake spends over 50% of their revenue on sales and marketing. Meanwhile...
most tech founders are like - "here's some leftovers from our budget. Go and work your magic you big ol growth hacking ninja! Oh and you'd better get some insane ROI or you're fired. Toodles"
6
5
40
8,020
Marcus Aurelius employed a servant full-time to whisper in his ear, "You’re just a man… just a man,” to keep him humble upon receiving a compliment
Marketers should do the same but have the servant say instead, "So what...why would anyone care?"
Would solve so many problems
8
4
39
4,169
I find strategists are as only as good as the degree of their exposure to the execution of that strategy from start to finish. The plan and palm-off types have zero business value.
1
37
A lot of marketers don't want to hear this but...
“Creativity is subjective, but it’s only subjective until it reaches the marketplace - then it’s measurable.”
Marty Neumeier
#amreading
Thanks for the recommendation @adoseofjohn
3
39
Same people go on holiday to Europe full of 3-4 story apartment blocks and mention how lovely everything is.
2
1
33
1,209
No such thing. They are either in-market or not. You can't warm someone up to become in-market. Biggest lie within the digital marketing world RE 'lead nurturing'
1
37
4,111
From @LouisSlices
Don't hire a designer - Use Canva
Don't hire a social agency - Use Buffer
Don't eat meat - Eat worms from your garden
Don't drink tap - Stand outside, mouth open until it rains
Why do things properly when you can make your life super difficult for $0?
2
5
32
I wish I could say this iis isolated. But just wait until they hire their friends agency to replace you via a thorough, independent vendor selection process 😉
2
27
8,489
I'd expect that from a head of product, sales or marketing. But not from a CEO. Also poor optics. It communicates a position of weakness I.e. having to publicly justify the platform's value. If your platform is valuable, people already know. You don't need to tell them
2
27
3,040
In CPG/FMCG - the biggest driver of growth is not Advertising. By a fair margin.
“If you want to obtain a HIGH penetration for your brand, and achieve this FAST, aggressively increase your brand's DISTRIBUTION, with vigorous SALES PROMOTION as follow-up.” Says Steenkamp, J.
Excerpt from part 2 of my OpEd on 'Brand Campaigns' which publishes later today.
7
3
28
6,354
The Canva-effect. The more people use templated designs, the easier it is to produce, but the less distinctive the design becomes. So you are trading potential distinctiveness (effectiveness), for speed/money (efficiency). #design
5
3
25
When someone commissions me to do #marketresearch, I always start by asking the client, 'And what should the findings discover? Always pays to get the answer right before you start the research.
7
1
25
99.9% of people who talk about 'brand' 'brand campaigns' & 'brand marketing' aren't aware of the origin - here's proof
Listen to the full 7 min snippet via Recast's YT channel
3
1
27
2,746
What is a brand campaign?
Part 1 published - a 6 part guide for executives & SLTs
Includes quotes by
@ehdecker @ajwillshire @thisleke @clairestrickett @JCPHankins @content_grinder
Thanks @flavkka & @brandingmag team for popping my OpEd cherry
brandingmag.com/john-james/b…
3
3
24
3,616
I love how Coca Cola hasn't changed their logo since the beginning. This is the trademark submitted in 1887
Brands seem to enjoy flip-flopping logos every couple of years to help solve some...perceived problem
There's a key lesson here for all #marketing folk
5
1
25
16,158
Omg your brand colors are so consistent and I love the way you use the same font in all Marcoms. Said no customer ever.
10
22
Meanwhile lamb sales domestically in AU has been constantly negative. Yet the ad campaign wins best 'long-term' ad award each year. Popular, award winning ad. Just not commercially effective
3
20
3,112
The mistake I see small brands routinely make with strategy, is they observe what bigger brands are doing and they make the assumption that, those things are what made them big. #growth
1
5
24
A surefire way to be disapointed with marketing. Spend under the minimum threshold needed to have any impact. #marketing
4
2
20
Marketer "Let's spend $1m on a brand campaign to build awareness, consideration, preference...mental availability..."
Me "What is a brand campaign? Explain it to me"
Marketer "ummm so like it's not about the product. and you get broad reach...and purpose, beliefs, values...like you don't have a salesy CTA and you don't measure the affect on sales...and ummm...lots of media spend...and an agency has to do it"
Me: "Riiigggght...."
What is a Brand Campaign - a clip from my chat with @adoseofjohn of the Champagne Strategy podcast.
Full episode: podcasts.apple.com/us/podcas…
#podcast #marketing #champagne #brand #growth #building #business #myths
5
4
24
19,197
Early-stage companies & small brands waste more resources doing this, than anything else
Just like how we seek to emulate older role models when young. Your marketers will try to do the same thing
But they fail to realize, what made them big is very different from the things they do now - to stay big
Forget the fluffy values and purpose campaigns when you're small.
Just focus on acquiring customers at all costs. Acquisition grows your brand more effectively than any brand campaign will anyway.
But marketing folk and vendors will recommend you do the exact opposite.
(Slide from an upcoming marketing politics & measurement presentation)
#growth #strategy preach
8
4
23
5,555
Rebrands & brand refreshes - always a 🚩for commercial performance
At least someone said it 😂
@ElenaVerna
2
1
20
1,290
Why are so many marketers fuffy, avoid sales and full of BS?
Honest answer?
Because secretly underneath that's what you want.
If we said your product and brand is bleh, you operate in a competitively saturated market, growth prospects are minimal, you need more budget because it costs far more and is way more complex and takes longer than you think it is...
You'll just find someone else.
So we're there to entertain lies and uncomfortable truths you aren't ready to admit to.
That's 99% of marketing folks.
We're selling the business equivalent of diet pills to couch potatoes who want to look ripped.
9
20
4,085
This LinkedIn ban means war. So part 5.2 of the Think Different brand campaign saga is out
Champagne Strategy pod ep live (see bio). Written article to follow
Thank you @FinanceDirCFO @hammer_mt @ross_sergeant @obercr8ive @TomLewis_CPI @EdgarBaum @AtomicAdMan for your input
5
23
2,108
"I built a successful business without spending a cent on advertising (paid media) - here's how you can do it too...."
That's nice buddy. Here's a cub scout badge.
But also, how much success did you forego by not spending a cent on advertising?
Never considered that did you?
5
2
23
So it appears I got banned on LinkedIn for speaking the truth about how the advertising and media industry works underneath. Who knew the Brand Campaign article series I've been publishing would be so🔥eh?
14
19
3,776
While academics argue over who's more technically 'right', troubling themselves with semantics, the rest of us are just trying to get the basics right. Budgets that are realistic, ads approved that don't suck, measurement systems executives have confidence in.
3
1
20
I wonder how many brands are trying to solve a distribution, pricing, product or operations problem with a #marketing comms campaign or shiny digital toy?
4
4
19
Marketers "marketing is not just communications campaigns and advertising, it's the other P's too"
As they proceed to almost exclusively talk about marketing communications for the bulk of their career #marketing
3
1
20