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agraham
I am a marketing professional with an interest in the connections between belief and reality.
Recent Activity
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An innocent railway station sign takes me back twenty-five years in a heartbeat. At Eberswalder Strasse U-bahn station in Berlin I experienced a strange and overwhelming intersection of memory and commentary. It came without warning - an unstoppable rush -... Continue reading
Posted Nov 17, 2013 at Customer First
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There’s more to words than meets the eye. This book by Mark Forsyth is hot off the press. A great Christmas present for all who use the power of words to persuade. Great substance is not the only measure of... Continue reading
Posted Nov 17, 2013 at Customer First
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When overcoming negative perceptions it is essential to promote positive performance. I bumped into this ad at Gloucester Road tube station this week. The London Underground is currently running an evidence based, performance campaign to boost its reputation. A 40%... Continue reading
Posted Nov 17, 2013 at Customer First
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Up until this moment in 1953 IKEA was a small Swedish mail order furniture business run by the entrepreneurial prodigy Ingvar Kamprad. His was not the creative spark. The story goes that Gillis Lundgren an IKEA draughtsman was picking up... Continue reading
Posted Nov 17, 2013 at Customer First
Jane, Thanks, you make a really good point.The well known Audi' Vorsprung Durch Technik' (Advancement through technology - category 3) doesn't travel across the pond... in the US they use the line 'Truth in engineering'. I find this a bit random and I don't know why they changed it? On your other point I would always recommend spending a lot of time and money on your strapline as this is the expression of your position and brand. I would say that as it is how I pay the bills :) Thanks for the input.
Toggle Commented Sep 4, 2013 on Choosing a strapline? at Customer First
1 reply
agraham is now following Jane
Sep 4, 2013
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The more things change the more their essence stays the same. Strategies and tactics that delivered competitive advantage in ancient China provide sound advice for contemporary business leaders. It is true that technology has changed out of all recognition but... Continue reading
Posted Sep 1, 2013 at Customer First
Would you credit it? When I picked up today’s mail there was one envelope that stood out from all the others. Unwittingly or not, the HRMC (Her Majesty’s Revenue and Customs) has to be in the pantheon of top brands... Continue reading
Posted Sep 1, 2013 at Customer First
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The invention of Float Glass In 1952 Alastair Pilkington was searching for ways to improve the quality of plate glass. It had always been a challenge to produce a consistent, undistorted product. It was a complex process that involved extensive... Continue reading
Posted Sep 1, 2013 at Customer First
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I was recently in the South of France and I came across this ad for J&B. With their yellow label and green bottle I couldn't help but sense a reflection of Brazil and Rio rather than London. With the World... Continue reading
Posted Sep 1, 2013 at Customer First
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I came across this selection of bottled water in Paris. At five Euros a bottle this was packaging stretching value tooooo far . Just how good can water get? Me thinks there is a point when a product just becomes... Continue reading
Posted Jun 20, 2010 at Customer First
The way we appear says things and we make judgements on what we see all the time. In marketing it is our job to dance on reality and give the audience make believe. It is our profession to embrace the... Continue reading
Posted Jun 18, 2010 at Customer First
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Have you ever considered that the solution to a problem does not involve a study of the obvious? I was at the Science Museum in London recently and they told me that solving the mystery of flight was delayed by... Continue reading
Posted Jun 14, 2010 at Customer First
Whilst visiting the Institute of Directors for a meeting last week I was struck by the power of customer insight, product placement and the role of marketing to meet your customers’ needs. Visiting the gents the choice of products in... Continue reading
Posted May 4, 2010 at Customer First
Last week we received criticism from a 3rd party who had been reading a ‘brand book’ for creating a brand beginning with Z – “obviously a branding consultant that knew anything about anything would not do this…” well! I was... Continue reading
Posted May 4, 2010 at Customer First
Visiting the St Peter’s church in Rome ten years ago it suddenly occurred to me how and why religious culture is so binding. The ultimate anxiety for human beings is our own mortality (a by product of consciousness and self... Continue reading
Posted May 4, 2010 at Customer First
Sheila you are welcome - hope it helped. What did you go for in the end?
Toggle Commented Mar 24, 2010 on Choosing a strapline? at Customer First
1 reply
agraham is now following The Typepad Team
Mar 15, 2010
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The National Trust gives us a great reminder that the products you sell are not necessarily what the customer is buying. Here the National Trust is not promoting the stately homes (the product) they promote a great family day out (the value). The product is the enabler that delivers the desirable customer experience. It is worth remembering that often customers do not value the product, they value what the product can do. SO in communication we must make sure we work hard to promote the value before we promote the product. “It is not what we do; it is what... Continue reading
Posted Nov 5, 2009 at Ciao Design & Marketing
Curt, You make a rally good pint - sales and marketing are so often disconnect (two worlds). I don't have the evidence. Rgds, Andy G
1 reply
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The National Trust gives us a great reminder that the products you sell are not necessarily what the customer is buying. Here the National Trust is not promoting the stately homes (the product) they promote a great family day out... Continue reading
Posted Sep 5, 2009 at Customer First
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Whilst running for the plane to Houston 10 days ago – this ad stopped me in my tracks. It is a perfect piece of communication. In less than a few seconds it communicates to the target business audience on multiple... Continue reading
Posted Sep 2, 2009 at Customer First
Fact: Customers are jumping ship! Question: What do we do? Answer: Make a new ship! Top tips for surviving stormy business conditions Identify, protect (and develop) products that have high value Do not discount your high value products but expect... Continue reading
Posted Aug 22, 2009 at Customer First
agraham has shared their blog Customer First
May 29, 2009