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Past Masters (The Power of Nostalgic Marketing) - Marketing Magazine

6/8/2017

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Does anyone know what year it is? Nokia 3310 mobiles are in the shops. Star Wars films fill the screens. Vinyl record stores overflow with hipsters. Pauline Hanson is in Parliament. Actually, let’s not bring politics into this.
Marketing always leans on the warm memories of generations long past, with brand equity often built on historic credentials. Now, in our uncertain times, nostalgia- fuelled marketing is more popular than ever. But before setting your next campaign in 1930, or raising a dud product from the dead, it helps to understand what drives this nostalgic renaissance. Based on this knowledge, there are numerous strategies to employ and a few pitfalls to watch out for.
Tried and trusted is great. Dated and out-of-touch? Not so much.
​Read more..
www.marketingmag.com.au/hubs-c/past-masters-power-nostalgic-marketing/


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The Plucky Few  - Marketing Magazine

16/4/2017

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Challenger brands aren’t defined by their position in the market, but by their approach to marketing. Rob Grant explores what it means to be a modern day challenger and what all brands – big and small – can learn from 10 of the most disruptive brands in Australia and New Zealand.
Conventional wisdom says the young learn from the old, the child from its parent, the naïve newcomer from the wise and worldly master. In a nutshell, Luke Skywalker and Obi-Wan Kenobi in Star Wars.
Yet, despite being often younger or smaller, challenger brands can flip this logic on its head.
Read more...
www.marketingmag.com.au/challenger-brands
marketing_challengers_010217.pdf
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Make Your Own Bed - Marketing Magazine

1/7/2016

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After years travelling the world to pursue his love of marketing, it’s appropriate Matthias Schuecking is now the Asia-Pacific marketing director at global travel disruptor Airbnb. He tells Rob Grant how he followed his heart and came up trumps.
The marketing world is awash with heroic tales of extraordinary brands and their exceptional achievements. Marketing books, conference papers, agency presentations and industry articles wax lyrically about companies one can only dream of working for. Not Schuecking. After analysing Airbnb as a case study on a Masters course, he called the company and
asked for a job.
Read more:
marketing_matthias_230616.pdf
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Matthias Schuecking (Source: Marketing Magazine)
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Steal With Pride - Marketing Magazine

1/7/2016

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Rob Grant picks the remarkably busy brain of marketing guru Mark Earls, about how to build brands through the love of the crowd, with ideas you’ve basically copied from others.
Widely known for his 2007 book, Herd, Mark Earls is a thought-leading writer, speaker and consultant on a mission to change the way marketers think. He passionately espouses an approach to brand-building that focuses on the group rather than the self. It flies in the face of Western thinking, yet the evidence for this approach is undeniable, both from reams of academic studies and as demonstrated by countless successful brands. Earls has an uncanny ability to recount them at will...
Read more:
marketing_mark_earls_230616.pdf
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Mark Earl (Source: Mark Earl)
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Power of design thinking at IAG - Marketing Magazine

13/4/2016

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At Forrester’s CX Marketing 2016, Jill Baptist, GM customer experience and marketing at IAG, showed how emotional connection radically enhanced company culture.
Asia-Pacific insurance group IAG faced a problem: tonnes of information; little or no customer connection at an emotional level. In her talk, titled ‘How to bring the E word into the boardroom’, Baptist left no listener doubting the challenge.
Read more:
www.marketingmag.com.au/news-c/design-thinking-iag
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Emotions at work (Source: Marketing Mag)
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Use the force of brand fanatics - Marketing Magazine

12/4/2016

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The Walt Disney Company’s Gavin Ashcroft told the Forrester’s CX Marketing 2016 audience how loyalist love helped launch the latest Star Wars film.
Imagine being a lifelong, die-hard Star Wars fan, tasked with marketing a new chapter in the franchise’s epic journey. Gavin Ashcroft, CMO of The Walt Disney Company Australia and New Zealand shared, with an attentive Sydney crowd how he relished the challenge, but didn’t take it lightly.
Read more:

www.marketingmag.com.au/news-c/star-wars-marketing/
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Star Wars and Covergirl (Source: Marketing Magazine)
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Disrupt adjacent industries or else - Marketing Magazine

9/4/2016

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At Forrester’s CX Marketing 2016 conference, Timothy Lee, VP of global strategy at SingPost, outlined how established companies can transform themselves into serious disruptors, by moving outwards. 
Disruption is the holy grail of business today. But not everyone can be the next Uber or Airbnb. It’s time to look at nearby industries with far more than a healthy curiosity. “Transformation in the digital age requires that companies pierce into adjacent industries,” says Lee.
Read more:
www.marketingmag.com.au/news-c/singpost-disruption/
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SingPost Parcel Lockers (Source: Marketing Magazine)
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First in, best dressed? - Marketing Magazine

16/2/2016

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Few business maxims are as widely known as first mover advantage, despite patchy evidence of its merits.
Rob Grant examines when marketers should bravely lead from the front and when it pays to sit in the slipstream.

Humans love to be first. It’s a seductive, hard-wired notion and the era of social media brings it the fore. Every minute, of every day, people claim bragging rights to everything. First to see the latest Hollywood blockbuster. Ownership of the newest smartphone ahead of their friends. The discovery of a new, exclusive, back
alley bar.
It’s no surprise then that so many businesses strive to be
leaders in their markets. Innovation is the cornerstone of
most strategic plans and there is an implicit understanding that being first is crucial. But is it?
Read more: 
www.marketingmag.com.au/hubs-c/first-mover
marketing_first_mover_010216.pdf
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First, second & third movers (Source: Marketing Mag.)
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Back to the Future of Research - Marketing Magazine

23/10/2015

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Market research is a vital tool in the marketing kit box and in constant flux. Rob Grant examines the drivers of innovation in research and six implications for marketers.
Any market researcher who introduces themselves at a dinner party faces a conundrum: will people think I stand on street corners – with a clipboard – and ask questions of passers-by? It’s an enduring and hard-to-shake cliché, but it no more reflects market research today than a Model T Ford does the car industry.
Read more: 
marketing_futureofresearch_011015.pdf
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Eye-tracking in action (Source: TobiiPro)
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Marketer Profile: Andrew Curran - Marketing Magazine

23/10/2015

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Dedicated Follower of Passion
Premium chocolate brand Lindt’s success in Australia is dazzling. Yet marketing director Andrew Curran thinks there is plenty more work to do. Rob Grant examines what drives this true brand believer.
Rich luxuriant chocolate. Exquisite Swiss craftsmanship. A smorgasbord of gourmet flavours and delicious varieties. It is easy to see how a marketer could fall in love with the Lindt brand.
Read more: 
www.marketingmag.com.au/andrewcurran
marketing_andrew_curran_011015.pdf
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Andrew Curran (source: Lindt)
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    Author

    Rob Grant is a freelance writer, specialising in travel, culture and business. He is a member of the Australian Society of Travel Writers and is based in San Francisco, California. 

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