The Reception


Must see


Social norms & conformity

"Men, it has been well said, think in herds; it will be seen that they go mad in herds, while they only recover their senses slowly, and one by one.” Charles Mackay – Extraordinary Popular Delusions and the Madness of Crowds, 1841 1. Introduction The idea that we conform to what others are doing or approve of is not a new one. We have long been aware that we have a common tendency to adopt the opinions and follow the behaviours of the majority - a concept known as social norms or conformity. Charles Mackay, the 19th century Scottish writer, quoted above, observed the concept in its more extreme form - that of ‘herding’ - blindly following what others are doing. Arthur Jenness’ experiments in the 1930s followed by Solomon Asch’s and others’ research in the 1950s then began to explore the concept of conformity in more detail, illustrating just how much people yield to group pressure in their judgements and decisions.

Effective brand names

Choice of brand name is one of the most significant decisions taken during brand development. The brand name is a critical bit of ‘distinctive memory structure’: it identifies, communicates, protects and legalises the brand. The name rarely changes and acts as a focus for considerable marketing and capital investment. However, name development is never as straightforward as people think and doesn’t always get the amount of investment it deserves. It requires planning, focus and perseverance, and ideally the involvement of an experienced ‘brand namer’ to be truly successful. Below we share ten tips to help you develop effective brand names, based on the combined experience of our brandgym partners over the last 25 years. PART 1: Briefing

Phoenix brands

This year seems to be the year of the sporting come back. Many claimed Tiger Woods’ win at the 2019 Masters was the greatest comeback in sport ever, but since then we have had Liverpool coming back from 3-0 against the mighty Barcelona and Spurs’ amazing second half turnaround against Ajax. All of which got me thinking about what brand’s comeback was the greatest in marketing's history. Wanting to include more than my preferences, I threw out the question on LinkedIn. Reviewing and compiling the responses here are the top five and my interpretation of the key learning from each as a thought starter for any marketer facing the challenge of revitalizing their brand. No. 1.  Disney

Do we really care?

'Life is not about managing your time but managing your energy' and it’s abundantly clear where Pauls’ energy lies. He has made it his life mission to fight for people in our society and communities who are left behind. We hear about purpose in business all the time now but never before as succinctly decoded as an evidence based enduring pillar for growth. It was really insightful to hear about Paul’s personal brand of leadership and his perspective that there is a shortage of leaders today that show true and genuine courage - whether that is in taking the longer term approach to driving sustainable growth or bringing more humanity into the agenda and resulting decisions made in the C-Suite.

A Year in TV 2018-19

TV viewing is changing. You know this; you watch it differently from how you used to. You probably enjoy it even more too. Viewers have never had it so good. And you know that change brings challenges of course. As some live TV viewing is redistributed into on demand, broadcasters and advertisers are adapting. You are likely adapting too. But, amidst the change, let’s not lose sight of the facts – TV advertising accounts for 94.6% of the video advertising people actually see and 71% of the profit generated by advertising, according to Ebiquity and Gain Theory. Nonetheless, we must do things differently to make the most of the world’s most effective advertising.  We need to have a total TV approach. Live TV continues to fulfil crucial roles in our viewing life – see MTM’s ‘Age of Television’ research on page 18 – but as viewing patterns change, it is fundamental that advertisers use Broadcaster VOD hand in hand with linear TV advertising.

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Editor's choice

Invisibility of queer women in advertising

Why is it that marketers find it so hard to recognise and embrace the nuances of gay women? Reassuringly, today there are some queer female faces visible in mainstream media - Rita Ora, St Vincent, Cara Delevingne, Kristen Stewart, Miley Cyrus... But interestingly, these women still look, to varying degrees, ‘feminine’' writes Forever Beta's Olivia Stancombe.


Behavioural Science 2019: the past, present and future

'In the last decade, behavioural science has, without question, become mainstream. It’s now over sixteen years since Daniel Kahneman won the Nobel Prize for Economics in 2002 for his work with Amos Tversky founding and developing the field of behavioural science.' By Crawford Hollingworth and Liz Barker of The Behavioural Architects.


10 things we learned from Debbie Hewitt MBE

'Many of us in our careers will have presented to a board, been grilled by some seriously fierce people and in some cases, we may get to be that director delivering the heat. Very few of us will have a career like Debbie Hewitt, a successful CEO turned “plural” non-exec Director and board chair.' Insight by Marketing Society's Alex Ricketts.