Identify consumer problems ahead of time.

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May 16, 2016

Lucy Baldwin

Marketing tech – A Perfect Science?

Today is a golden age for marketing tech. The digital world has opened up a plethora of new tools for eager marketers to play and experiment with it. Take social media for example, the mere existence of Twitter has enabled us to communicate and elicit a response in an instant. All it takes is a few pithy Tweets and a couple of hours in the Twittersphere, and we have our very own set of data points ready to analyse, test and refine into a theory about the type of content that makes a good Tweet.

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As consumers, we are at the receiving end of this kind of test & refine marketing everyday. Have you ever searched for something on Google, maybe accommodation options for your next overseas holiday, or the best trainers for long distance running, only to be met with a host of emails from Trip Advisor in your inbox the following morning suggesting an array of options ...

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Innovations are taking place beyond our screens.

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May 16, 2016

Principals

Analogue Vs digital – why old media is ripe for innovation

Increasingly, creative agencies are asked to produce digitally relevant, new and inventive ideas. No pressure of course; except there is, and gigabytes of it. Accelerating change is a real thing. Technology evolves as we blink. And those that don’t evolve synchronously will soon die; cause of death, irrelevance.

But here’s the question: have we become so obsessed by the digital realm and its linkage with forethought that we’ve failed to see the enduring value of a brand’s physical presence? I think so. And here’s why: In today’s digitally overloaded world, physical presence is a gesture to your consumer, and if executed correctly, a measure of quality. Conduit Inc recently argued that the move towards the ‘end of print’ in favor of digital content is in fact having an ‘invigorating’ affect, declaring that the value of print has increased because it now stands out more than it did in the past; a direct symptom of the multitude of electronic and digital ...

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Shift the context. See what happens.

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May 15, 2016

Principals

Contextual shifts and all that jazz

People intrigue me. What they do, what they wear, what they think, and most interestingly, why? On the scale of entertainment, watching people just living their everyday beats any big Hollywood blockbuster. That’s what I think anyway.

People watching is a part of my job. And no, I’m not a professional stalker. Nor an investigator and I am not your bored prying neighbour. I’m a brand and communications strategist. Understanding human emotions, motivations and even fears is the fuel that feeds any great strategy. And that’s not just what I think, that’s a fact.

People are unpredictable. They’re fleeting and fickle. What they love one moment, they hate the next; and visa versa. For example, I used to hate olives and thought anything that had been in contact with an olive was contaminated. Now I love olives. Why? Because I’m a fickle, unpredictable human – it’s the only logical answer.

Unpredictable behaviour can be frightening. I witness client’s fear of ...

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Forget your years of experience.

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May 15, 2016

Principals

The impact of inexperience

For the last two weeks, the strategy team here at Principals was lucky enough to have Isabelle Gillespie join us as our intern. Isabelle has just completed a Bachelor of design in architecture, sub majoring in marketing and advertising at UTS.

Throughout her time with at Principals Isabelle helped us understand new categories, dived into competitive playing fields, reporting back with diligent enthusiasm. She even analyzed (and sometimes politely denounced) our ideas through the filter of her very capable Gen Y eyes. Crinkling up her nose and confidently declaring, ‘that’s just not cool’, was only countered by the sheer thrill of her eventual ‘cool’ approval.

I’ve sometimes thought that experience can be disadvantageous; and that there’s nothing better than the unshackled thoughts and ideas of someone with none. Our Intern Issy proved this hypothesis undoubtedly true. Her contribution to every task, every job, every conversation and brainstorm was garden-fresh.

Issy’s first task was to define her own personal brand using ...

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Traditional celebrity is all about breadth of recognition; it’s not about advocacy.

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May 14, 2016

Principals

The changing face of celebrity

Behold, The Celebratization Nation, where both old and new media play key roles in transforming all that is ordinary and everyday into objects of stature, fame and fortune. Within the last decade we’ve witnessed the rise of the celebrity gardener, chef, builder, fashion designer, model, non-specific fame-seeker or housemate and last, but so incredibly far from least, the humble household pet.

The celebrity pet is without doubt the nonpareil of this pop-cultural phenomenon. One needs to look no further than Tardar Sauce aka Grumpy Cat as an ideal case-in-point. You may be surprised (and green with envy) to discover that this permanently peeved animal is earning an astonishing six-figure annual sum. Thanks largely to the Internet and her meme agent (insert eye roll), Grumpy Cat’s myriad of meaningless merch includes: best-selling books, beverage lines, iphone cases, mouse pads, mugs and t-shirts, plus much, much more. And little lady Grumps is not alone. There are literally hundreds of other internet pet ...

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