In 1949, when Volkswagen launched the Beetle in the USA, why did their ads call it ‘ugly’? In this Vlog, Grant explains why this and similar apparently self-denigrating ads worked.
How has the marketing mix changed?
Marketers used to talk about the 4P’s. Are they still relevant or have we moved on from there?
Brand & Confirmation Bias
In a UK reliability survey, why did Virgin beat T-Mobile, when they were using the T Mobile infrastructure? In this Vlog, Grant explains all about ‘brand and confirmation bias’
What Is Influencer Marketing?
Most people think of ‘influencer marketing’ as a celebrity endorsing a product. Because of this, many businesses don’t think that influencer marketing is for them. In this Vlog, Grant explains that this doesn’t necessarily need to be the case.
The Buying Journey
In order to get your marketing right, you’ve got to understand the buying journey of the customer. In this lesson, Bryony Thomas, a consultant and trainer in marketing transformation programmes, sets out how, from a standing start, someone starts to do that.
Drayton Bird on the importance of market positioning and how to get it wrong
The most important question in marketing and often the most ignored, is; why should somebody choose you? In this lesson, advertising legend, Drayton Bird, describes the hard way to get the right answer…
What’s Your Narrative?
The point of your headlines is to get someone to read the next line of your article or advert. The point of the first five seconds of a video is to get someone to watch the next five seconds. In this Vlog, Grant explains that, in order to achieve this, your messaging needs to be as simple as possible…
Push to Pull
If your company isn’t a high ranking brand on the search engines, how do your potential customers find you? In this programme, Grant Leboff asks Dave Chaffey, author of Digital Marketing: Strategy, Implementation and Practice, how you can become visible, online.
Don’t Mistake Tactics For Strategy
Some people are under the misconception that the Trojan horse was a strategy. In this Vlog, Grant explains that the horse was a tactic and how that relates to your marketing.
Is There Meaning in Your Marketing?
In 1955 Edward Bernays, one of the forerunners of modern branding, wrote in his book ‘The engineering of consent’, that human desires and motivations rest in our subconscious. In this Vlog, Grant explains what that means and how it relates to your marketing today.