I am in a great mood. I have just put the final touches in a paper that I have been working on for a looooong time and sent it to a colleague for comments. I hope to submit it to the academic journal that I have in mind before the end of the month… and … Continue reading Writing with passion and courage

In this post I reflect on the value of qualitative insight. I propose that marketing managers step way from questions such as ‘how many’, ‘how much’ or ‘how quickly’ and focus, instead, on ‘what’, ‘how’ and ‘why’. The obsession with metrics has taken over social media. Firms monitor fervently the number of comments on blog … Continue reading Not everything that counts can be counted

Now and again, an organisation will engage in a marketing communications campaign that you can’t help noticing but… which leaves you wondering ‘What’s the point?’ Some marketing communications initiatives have great entertainment value. They are beautiful or technically elaborate. Who doesn’t remember the Sony Bravia adverts featuring 250,000 brightly coloured balls bouncing down a San … Continue reading Big impression, poor results