Andy on Twitter

  • Habits vs Goals : A Look at the Benefits of a Systematic Approach to Life ,
  • More please... Rakka, a short film by Neill Blomkamp ,
  • Dalts = hardest working, gutsiest leaders I know. The finest of sportspeople and bloody nice guy ,
  • Mich colder here than the Sth of France. Just saying. No morning swim today. ,
  • Amazing sail by . Boats look similar in terms of raw speed but better setup and smoother. So g… ,
  • So proud of all the amazing sailing and beautiful boat,
  • Watching on EK from Nice to Dubai. Go boys go! Thanks Emirates!!!! And for backup feed ,
  • So called global mag propagating a US-centric view of the world. There are great CMOs outside the US ,
  • Everytime I step in I instantly regret it. Appalling service. Dirty stores. Awful coffee. Dreaming of St Ali and Dukes right now,
  • To be clear - when ordering anything large or Venti at Starbucks you are ordering a MILKSHAKE with some coffee ,
  • Further spotlighting the Wallabies Woes ,
  • Like wo has tapes anyway? Or even a tape recorder? Or a tape player? Or a fax? ,
  • RH: respect the opportunity you have @Cannes_Lions,
  • Kraft: Stay humble. Work hard. What happened yesterday has no relevance to today or next week. Don't wait for chance. @Cannes_Lions,
  • RH: companies matter in terms of getting stories out to people. @Cannes_Lions,
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Why Marketing Fails

I’m liking what Aakers has to say more and more… he is right on:

The astonishing fact is that most marketing results in no change in sales or profit if you disregard short-term blips. Nearly all marketing budgets are designed to affect brand preference in established categories and subcategories with established competitors. The great majority of these, on average, have no long term sales impact….

…. The implication is that firms should spend less, probably far less, on brand preference competition and more, probably far more, on brand relevance competition, winning by creating new categories or subcategories. That means that more investment is needed on big innovation i.e. those that are substantial or transformational, and less on little or incremental innovation.

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