A guide to making marketing human in the age of artificial intelligence

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There is no denying that we are entering a new phase in how technology helps to connect brands with consumers.

We are moving from visual interfaces to text and voice. Language. Speaking to our devices like we speak to our friends, family and colleagues.

As messenger apps secure the lion’s share of our connected time, customers will increasingly expect and want to interact with brands in these channels.

It’s easier, effortless and convenient. And Facebook, and Viber, and Kik,...

By Dom Duhig, 19 January 2017, 0 comments. Categories: Automation, Branding, Campaigns.

How Charlotte Tilbury listened to customer feedback to transform customer service

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“Beauty is not an exclusive club—there are no unattractive women, just some that don’t know they can be beautiful. They don’t understand the power of makeup and how it can transform their outer beauty, but also their inner confidence.” Charlotte Tilbury for Byrdie.

Charlotte Tilbury aims to make "every woman the most beautiful version...

By Matt Eames, 13 January 2017, 0 comments. Categories: Branding, Case Studies, Customer Experience.

Why more needs to be done to address fake online reviews

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President Obama has signed into effect a new law that stops US brands from punishing its customers for leaving bad reviews. The Consumer Review Fairness Act of 2016 makes the practice whereby businesses hide non-disparagement clauses in their terms and conditions illegal.

The aim of the bill is to stop companies from imposing penalties on consumers who would leave negative comments on websites.

The bill comes at a pertinent time when...

By Matt West, 04 January 2017, 1 comment. Categories: Branding.

Odds are, they’re interested in your offer - not your gaming brand

It’s a truism of digital marketing that attention is the first step towards profitable action. To win customers, you need to cut through the noise, get noticed, and have an offer that compels customers to click.

No more so is this the case than in the online sports betting industry. A hyper-competitive market composed of hundreds of bookmakers each vying to capture consumer interest in everything from which team will get the first corner kick to an ambitious trifecta at Newmarket.

In this industry the...

By David Gosen, 07 December 2016, 0 comments. Categories: Branding.

Comic Relief's new Red Nose Day partners include Pinterest, Snapchat and Unruly

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A number of brands - including martech and social media vendors - are partnering up with Comic Relief for the first time to support Red Nose Day 2017

New partners such as adtech firm Unruly, Snapchat, Fitbit and Pinterest will add their names to the list of brands who support the campaign year after year. 

Oxfam has for example championed Red Nose Day since 1988, and Sainsburys has raised over £100m for the cause since its partnership with Comic Relief in...

By Rachael Power, 25 November 2016, 0 comments. Categories: Branding.

Why it’s time Apple took a bite out of Black Friday

‘Friday can’t come soon enough’: that’s the message of Apple’s latest advertising campaign, hinting that the tech giant will be taking part in Black Friday for the first time this year.

In a somewhat unexpected move, Apple’s participation could help cement the day as a global retail event, but what is the company’s reason for jumping on the bandwagon now? 

By sticking to a traditional, one-day-only sale, Apple has created a point of differentiation 

Is it a...

By Chloe Barrett, 24 November 2016, 0 comments. Categories: Branding.

What is the purpose of brand purpose?

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As a design agency approaching a new client brief, our first challenge is to get to grips with (or in some cases define) the company’s brand purpose, because this should be at the heart of any communication.

But what is brand purpose?

Simply put, it’s the reason your brand exists – not just what you do, i.e. sell a product, but something you can offer consumers that no one else can.

Most brands offer something very similar to other companies in the same sector, but...

By Simon Wright, 17 November 2016, 0 comments. Categories: Branding.

Avast CMO: How we revamped our logo

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Discovering, understanding and constantly honing your company’s brand identity is essential in today’s fast-moving technology industry. After all, if you can appreciate what your brand really means to your customers, you can always be sure to keep it fresh, relevant and front-of-mind.

Since joining the company in late 2015, one of my first key marketing projects was to look at ways in which we might revitalise the Avast brand, which has been no small feat.

Avast has been...

By Robin Selden, 07 November 2016, 0 comments. Categories: Branding.

The reinvention of brand storytelling in a VR, AR, and AI age

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The last few weeks have been abuzz with news stories across the digital and marketing technology industries, as Dmexco 2016 and the ninth annual Social Media Week London has snatched the headlines of the marketing trade press. From Twitter reclassifying its 140-character limit to Facebook Live taking centre stage at Burberry’s SS17 catwalk show and UAE-based bank, Emirates NBD launching AI robot in-branch assistants, one thing is certainly clear – the way we communicate...

By Dan Staples, 28 October 2016, 0 comments. Categories: Advertising Technology, Branding, Content Marketing.

Why you should put people first with branded content

Nowadays the world is awash with publishers. News and entertainment broadcasters generate content to be disseminated across TV, print, and online; friends and family post personal histories on our social platforms, and of course brands have looked to connect with their audiences in a similar way.

This took the form of advertisements originally, but more recently brands have looked to grow audiences by marketing to the public through content production.

Naturally we react to these different publishers in a...

By Georgina Williams, 17 October 2016, 0 comments. Categories: Branding, Content Marketing.