Andy on Twitter

  • The wall of advertising on Facebook is getting ridiculous. On mobile every third thumb stroke yields another nearl… ,
  • If never ceases to amaze me the inane crap people will suggest marketing is about. What BS. Seth is better than th… ,
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  • Sad to see Rapha close in Sydney. They’ll loose the community and fans. And all that ransom shopping. That’s the i… ,
  • For all those upset that RL positions itself as a US company with NZ roots, this is why. Access to massive amounts… ,
  • Getting served ads -like that promoting the Apple App Store - and reconciling that with digital marketing’s claims… ,
  • When Mark says this I don’t think he is blaming anyone, just speaking the truth. “The biggest lesson from this year… ,
  • Another year. Another brilliant Ad. They've got some magic going here... ,
  • Spot on commentary about how marketers are missing a trick in owning and defining customer experience. Also like hi… ,
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  • Why focus on millennials ? Why not focus on the underlying structural change and that TV is still fundamentally on… ,
  • Ummmm... No, not really. I love the work does but as an always recovering smoker, I can tell you the addic… ,
  • Am amazed at how ineffective retargetting is. Integration with CRM is critical if companies are to stop serving ads… ,
  • good for for pulling out of the premium/express lane at AKL airport. It's had the desired effect and order… ,
  • More Millenial myths exposed ,
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Purpose Driven Brands Will Always Win

This fact struck home to me when reading Aaker’s latest missive on Coke:

Under CMO Joe Tripodi, who actually arrived just before Kent became CEO, the marketing group has a lot of new faces, a clear vision for its brands (for example, Coke is about universal refreshment and moments of happiness), and innovation throughout. Coca-Cola was named marketer of the year in 2011 with a litany of visible successful programs including becoming the leading brand in social media with over 42 million Facebook “Likes.”

2 Responses

  1. By David Redhill on July 8th, 2012 at 10:55 pm

    Andy, I’m writing a piece on ‘who owns marketing/brand’ and the need for marketers to operate at both the centre and the edge. I’ve heard you avow clearly understood corporate purpose as critical to success several times; here, at Adtech, and most recently in today’s B&T piece. “Whenever I meet a CEO I ask why their business exists, what purpose they serve…”
    So…I’d like to know, what was Ian Narev’s answer? And has the Can campaign been in response to that?

    • By Muhammad on August 6th, 2012 at 10:41 pm

      Thanks for the heads up. (I still don’t know how to do the northbound Red Line jaunt disnntguishiig between the one that goes into the valley and the tiny leg down Wilshire. I just follow the herd: when they avoid the train like the plague, it’s probably going towards the tar pits.) Also, militant angeleno, a coworker once told me you could get to San Diego via metrolonk and a San Diego rail transit line for less than amtrak.

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