Three's Not A Charm.

I noted a tweet in which the author complained that he'd be on hold with a customer service phone-line for so long that he'd realised that the music being played to him was a loop of three tunes and he'd hung up.Now, obviously, he'd been kept holding for far too long. But it's also true that the company in question had idiotically ensured that he realised this by limiting the music to a cycle of three. The first priority is to deal with the customer swiftly, the second is to ensure they don't feel taken for granted.In this case, the company got...

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Making Things Better.

Making good stuff from scratch is really difficult.Removing bad stuff is relatively simple.The former is to be encouraged, the latter is compulso...

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The Uncanny Cityscape.

There's something odd about that cityscape. That was my reaction as I looked at the poster advertising the launch of a TV channel which has exclusive first-look access to all HBO's output. The idea of merging the New York buildings into the London skyline is understandable, but the choices are odd and the effect dis-easing. I may be wrong but it seems that they've only used New York buildings - that is the South Street Seaport isn't it? So, firstly,...

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Make Marketing Authentic?

Yes, it is a bit late in the day for car ads to jump on the knowing-ness bandwagon, but this one seems to me to manage to be self-deprecating without being self-denigrating. While it might exude a little self-satisfaction when viewed in isolation, it's a beacon of sobriety by comparison with most other car marketing.In an age of mass comment, isn't it strange how much marketing continues to be inauthentic? Be it pristine interiors, fake beauty or prettified food, the obsession is all too often with an aspiration that is likely to be perceived as...

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The B-Word Resolution.

Forget about all this talk of branding and brands. Your focus should be on a simpler model.A) This is what we produce (and what we think it can do for you).B) This is how we behave (in every realm of activity).C) We'll let you decide what we are, what we stand for and what we might mean to you.You can console yourself with what they say they think of you when prompted in a focus group. But that is probably very different from what comes to mind on those rare occasions when they actually think about y...

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You Can't Market Good Service.

A comment on the previous post indicated the reader's willingness to include good service in his insurance purchase decision. A common sentiment that might make insurance companies think about emphasising good service in their marketing.The problem is I'm not sure you can actively market good service.You can make all the claims you like backed up with all the data you like but for claims to have real impact they have to be provable.To make claims before purchase is to court sceptisicm and to risk disappointed customers. To make claims afterwards...

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BOM On Hold

Hold on... it's time for some fresh thinkingAs we enter 2011, BOM will be taking a break. Partly it's a simple matter of time. I'm taking on some new projects, including writing a long-mooted book on the iniquities of our Big Government. There just won't be enough hours to do that alongside the sort of digging that's always supported BOM's best posts.But it's more than that. After six years, I increasingly find myself repeating posts I've done before - often many times. MOD procurement disasters, mass welfare dependency, dumbed-down education,...

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Marketing Awareness.

Modern marketers tend to get very excited by ideas of conversation and engagement with customers. Given that they are aware how many images and messages each of us receive every day, they have become less impressed by the more basic aim of generating awareness. This, I think, is why this pun-based campaign has received such criticism from within the advertising world.Some complain that the imitation of Morgan Freeman is a deceitful hijacking of the actor's gravitas while others just deem it trite, shouty advertising disguised as something else....

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