Andy on Twitter

  • Quarter final super rugby and the stadium looks pretty empty. Sad state of super rugby in AU,
  • Agree with Mark - don't get it. Don't need to be reminded that my sandwich was a beauty chook. ,
  • I just published “The Cannes Conundrum” ,
  • Church in London has a little cafe in the entrance serving Allpress coffee. How good is that. God and coffee to go. ,
  • That flight to London is one epic trip. Thanks for an enjoyable flight.,
  • Must read for all marketers... ,
  • ... instead correlate TV to commercial outcomes, not online viewing ,
  • ... but buying TV so people watch you on YouTube while trying to sell Tide... that's more than strange ... ,
  • Another reason TV is so important a part of the Mix - spillover into online engagement ... ,
  • Well that's a change. Might be better to focus on the tech stuff though. And the need for lots of it. ,
  • Some beautiful coffee kit here... ,
  • Further evidence that the IRB are nearly as out of touch with rugby performance as the ARU ,
  • Acquisition is important for growth... But if its is just replacing loss, it isn’t growth – it’s just churn .. ,
  • Inspired

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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