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.
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…
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.
The seven step process
In his book, ‘On-Purpose’ business consultant and author Shaun Smith, sets out a ‘seven step process’ that a business need to go through in order to achieve an ‘on-purpose brand’. In this lesson, he explains the seven steps.
Measuring customer experience
Organisations today talk a lot about delivering great customer experiences. In this lesson, business consultant and author Shaun Smith, explains how to go about it.
Drayton Bird on working with David Ogilvy
Drayton Bird had the privilege of working with many giants in advertising. In this lesson, advertising legend, Drayton Bird, reminisces on working with David Ogilvy and other greats.
Your USP explained in one simple step
Today, no company, even the mighty Apple, have a USP for very long, if at all. In this Vlog, Grant explains why it no longer matters.
Drayton Bird on Emotion in marketing
Is business to business marketing less emotional than consumer marketing? In this lesson, advertising legend, Drayton Bird, gives his own take on emotion.
Marketing Isn’t About Winning Customers
Grant explains that marketing used to be the art of interrupting someone else’s audience – be it an advert in a trade magazine, on the TV or in the cinema. Now, you have to get it yourself…