By - Neal Cole

How To Create A Powerful Tagline For Your Site

Should You Display A Tagline? Taglines were at one time all the rage. Now increasingly websites are ignoring one of the most valuable areas of real estate – the space next to the site ID.  Are marketers right to drop the tagline or is this a missed opportunity to communicate something important to your users? What is a tagline? A

By - Neal Cole

Why capturing imagination is more powerful than reason!

Do customers want to believe in what you are offering? Our imagination can be extremely vivid and is a powerful force in determining our behaviour. A good example of this is was how the Leave campaign in the EU referendum used the slogan “Let’s take back control” to try to convince people to vote for Brexit. This slogan was intended

By - Neal Cole

New Coke – Market Research Fail?

The New Coke Story: In 1984 Coca-Cola had a problem. Pepsi’s market share was gradually increasing and if it continued it would overtake Coke by 1990. This was perceived to be caused by two main factors.  In the 1970’s Pepsi had introduced the “Pepsi Challenge” – a blind taste test which showed most Americans preferred Pepsi to Coke by a

By - Neal Cole

5 Ways of Using Word Clouds to Enhance Digital Marketing

Word Clouds For Digital Marketing: Word clouds are a great creative tool that many of us love to play around with. They generate an image composed of words from content that has been submitted in the tool. The size of individual words in the word cloud indicates its frequency or importance. However, word clouds are also very useful tools for

Theresa May made the campaign about her leadership and this back-fired
By - Neal Cole

What Brands Learnt From The 2017 Election Campaign?

8 Marketing Lessons From Theresa May’s Campaign When Theresa May called the general election in April the polls were showing a lead for the Conservative Party of up to 20 points. It looked certain that May would get a much improved majority in parliament. However, during the course of the campaign the Conservative’s lead almost evaporated as Theresa May’s popularity

Image of Kendall Jenner in Pepsi ad giving a can to policeman
By - Neal Cole

Was The Pepsi Ad Trying To Do The Wrong Job?

Ads have a job to do! How did Pepsi’s marketing team think the Kendall Jenner ad was going to work and why? Ads have a job to do, but what was the job for Pepsi? “Pepsi was trying to project a global message of unity, peace and understanding.” – according to a brand statement. The problem was in the execution

By - Neal Cole

The Psychology of Pokemon Go

Learn the psychological secrets of Pokémon Go’s success! In just two weeks Pokemon Go, the augmented reality smartphone game designed by Niantic, achieved over 21 million active users in the US, more than Candy Crush did at its peak. The game’s popularity has quickly spread in other countries  and it is now becoming a global phenomenon. So, why did Pokemon

By - Neal Cole

7 Marketing Lessons From The Brexit Campaigns

Why Did Leave Win? The UK’s EU referendum result surprised many people outside the UK. But a review of the strategies used by the campaigns  gives some clear reasons for the outcome and provides some important lessons for marketers.  The Remain campaign was expected to win partly because of the uncertainty that leaving the UK would create. The fact that

Conversion rate optimisation is a strategic process for driving business growth
By - Neal Cole

6 Conversion Optimisation Myths That Must Die

  Common Conversion Optimisation Myths: There are a number of common conversion optimisation myths that must die. Conversion rate optimisation a strategic process that involves measuring performance and learning as we go. If we restrict our ability to learn by listening to commonly held conversion optimisation myths about design and optimisation we risk undermining the whole optimisation process. These myths must

By - Neal Cole

Do Brand Guidelines Suffocate Innovation ?

Your brand is one of the most powerful assets your organisation has but do brand guidelines help or hinder its development? Your brand serves as a short-cut to decision making as it should be instantly recognisable. The mere-exposure effect suggests that the more people are exposed to a brand the more favourable them become to it. Rightly or wrongly brands