Why collaboration is at the heart of any brand success

(c)iStock.com/Izabela Habur

We have been doing a lot of thinking recently at Platform. With the move to our new offices in the heart of the South Lanes in Brighton has come the opportunity to think differently, to do differently and to draw the lines around how we want to work, what works for us and what good looks like for us.

As part of the move, we have had to drill down into what makes our brand, our team and our work successful; in other words, our point of difference from our competitors and how we give...

By Krishna Money, 24 February 2016, 0 comments. Categories: Branding, Case Studies.

Why driving content performance means working all the angles

(c)iStock.com/supergenijilac

Retail is changing fast, driven by channel convergence and rapidly evolving consumer behaviour, and social and mobile in particular are putting a focus on content.  Not catalogue or product content, but engaging content experiences - editorial, user generated, social and so on.  This is the content that digitally connected consumers seek out and share – and, as a consequence, it’s also content that can have a dramatic impact on sales and brand...

By James Brooke, 16 February 2016, 0 comments. Categories: Branding, Case Studies, Content Marketing.

How big data and personalisation is revolutionising marketing in the airline industry

(c)iStock.com/anyaberkut

Marketers often do not see the value of personalisation. This is probably because this (fairly new) concept has never really been defined. Personalisation is not easy to explain because it's such a broad concept and cannot be confined into one single definition. So let's try a different approach.

If you think of personalisation as a stand-alone recommendation, it's not that powerful. If you think of personalisation as a website visit populated based on your customer’s behaviour,...

Case study: A new brand identity for fintech company launch

(c)iStock.com/da-kuk

Creative marketing agency Brand & Deliver has created the brand identity for Pariti, a new financial service that has publicly launched this month after being in beta for a year.

Pariti is a money management app which sets users a manageable weekly spending target by connecting securely to the user’s bank accounts and credit cards to detect and forecast upcoming income and bills.

The brand identity features a bright, fresh colour palette coupled with a flying dot which is meant...

By Liz Morrell, 14 January 2016, 0 comments. Categories: Branding, Case Studies.

AccuWeather.com achieves 300% increase in video views after revamp

(c)iStock.com/Eivaisla

Global weather information and digital media provider AccuWeather.com has achieved a 300% increase in video views over the previous year after revamping its video offer to customers.

The company works with video cloud services provider Brightcove to supply breaking updates, local forecasts, on-the-scene coverage and user generated content via its AccuWeather.com Video Wall which has been built by Brightcove to make it easier to search, view and share videos through the site.

As well as...

By Liz Morrell, 07 January 2016, 0 comments. Categories: Campaigns, Case Studies, Video & Audio Marketing.

Who goes there?, or, Your most important marketing resolution for 2016

(c)iStock.com/FotograficaBasica

In 1938, John W. Campbell, under the alias Don Stuart Jr, presented to the world one of the very best science fiction stories of all time: Who Goes There? This novella, converted to multiple film versions, presents a creature from a world beyond the Earth that, when it devours its prey, can shift to its prey’s shape, memories and personality, while still retaining its own personality.

I see this creature as analogous to the various demographic segments that rule marketing...

Exploring the Coca-Cola brand – and why it continues to be irreplaceable for consumers

(c)iStock.com/rococofoto

Coca-Cola is undoubtedly one of the world’s most valuable brands. Even if it isn’t the most valuable anymore – its 13 year stretch at the top of Interbrand’s list was broken by Apple in 2013 – the brand continues to carry tremendous weight, as new research from market research insight provider Instantly reveals.

According to the figures, almost half (48%) of UK...

By James Bourne, 18 August 2015, 1 comment. Categories: Branding, Campaigns, Case Studies.

Getting the right hook: How a golf app developer is using wearables for retargeting

(c)iStock.com/Yuri_Arcurs

The American novelist Nicholas Sparks, in Dear John, writes: “No matter where you are in the world, the moon is never bigger than your thumb.” Let’s paraphrase that slightly: no matter where you are in the world, there will be someone, somewhere, writing a piece on wearable technology and how it can be deployed in marketing.

Some companies, however, are ahead of the game. Take Shotzoom. The company, by its own definition, “creates market...

By James Bourne, 29 June 2015, 0 comments. Categories: Case Studies, Mobile Marketing, Search Marketing, Wearables.

How Micro Focus transformed its legacy marketing platform and enhanced sales

(c)iStock.com/gehringj

Micro Focus is certainly an intriguing company from a branding perspective. Its tagline is “application modernisation and management”, yet many will recognise the company as the de facto arbiter of the 55 year old COBOL language, made famous by Grace Hopper, as well as its Borland portfolio and IBM mainframes.

The company admitted there was a ‘lack of market awareness’ of the Micro Focus brand and turned to Oracle Marketing Cloud to transform its marketing...

By James Bourne, 01 April 2015, 0 comments. Categories: Case Studies, Customer Experience, Marketing Cloud.