Marketing; Creativity and Common Sense

Using both the right side and left side of the brain is critical in creating a really strong marketing plan. The right side of your brand houses creativity and emotions while the left side hosts the logical processes. The marketing campaigns that really stand out from the crowd tend to be those that have a high degree of creative or emotional engagement. They have done something different or made you look at the world in a different way. While creativity is essential in marketing, it is only as useful as the amount of common sense applied to the idea. No matter how creative or innovative a marketing plan is, it […]


Marketing Inspiration

The mind is an unbelievable and powerful tool. Each day it absorbs thousands of messages and stimuli from the world around us. The proliferation of new online media has opened up a new world of information and inspiration available to us at our fingertips. Never before in our history have we had so much access to the innovation happening across the globe in real time. We can now access the minds and lives of our heroes simply by following them on Twitter. We can be motivated by our favourite artists, poets or designers through their online blogs. We can witness the flow of creativity from ordinary people streamed to us […]


Marketing: Knowledge versus Wisdom

In previous generations the focus has been primarily on the acquisition of knowledge. There was a value placed on a person’s knowledge and this could be seen in the raised status in society of a person holding a degree, masters or PHD. As a result of this focus on knowledge, the school and second level systems have traditionally been focused on training people solely on the absorption and regurgitation of information. The question is; in this Age of Information how valuable is that model now? Any piece of information, no matter how complex, can be accessed within seconds from our mobile technology rendering, in my belief, information to be a […]


New Year Revolution

As we step bravely into 2012, I believe it is time for every marketing professional to embrace Positive Marketing. The Irish psyche has been on a three year endurance test on its sense of self. From interest rates to negative equity, IMF deals to burning mysterious bond holders there has been a slow erosion of the confidence we had during the Celtic tiger. While we can all probably agree it was a time of madness (uncensored shopping and consumer indulgence), it was also a time where, for once, the Irish had a collective belief system of “we can achieve anything”. The media has a huge part to play in the […]


Tribe Mentality and Marketing

I was speaking recently to fourth year students about getting brand advocates for their new school mini-business of selling t-shirts. I suggested that they gets some of the “cool” kids in each class to become their brand ambassadors by wearing their branded t-shirt with the intention that it would inspire the masses to get in on this trend. While they were having none of it, denying the existence of trend setters and followers, it got me thinking about the tribe mentality, the human instinct to follow the herd and how this affects the way we market products. I then thought of where I follow a tribe and I could see […]


What is the difference between Marketing and Branding?

This sounds like such a simple question but people often get mixed up between what branding and marketing are. It is really quite straight forward. The market is where you sell your product. Marketing is the presentation or communication of your product to potential buyers within that market. Therefore marketing includes establishing target market (who within the total market would be intersted in your product), product (having a product that the market want or desire), advertising (vehicles to tell the people who are interested that your product is there), pricing (setting a price that is attractive to the consumer), place (being in the ideal location for your market to find […]


A to Z of Marketing for Small Business

A sk your customer what they want – market research is a key to successful business B uild a brand name, image and ethos that has a value to you and your customer C ustomer is king – know them, love them and always be where they are D evelop multiple streams of income for your business based on your consumer insight E very interaction matters. Know your customers journey to and through your product and service and make sure to delight and excite them every step of the way F ocus on marketing activities that deliver a return on investment G et your brand out there. Use the marketing […]