Ian White

Thrilled to again achieve #CharteredMarketer status from the CIM | The Chartered Institute of Marketing. Chartered Marketer is a status recognising those marketers achieving the highest level in our profession. It demonstrates commitment to keeping up-to-date and is awarded on a combination of experience and qualifications. #Marketing #Excellence #Personal Development

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Bla bla Tesco yadda yadda OOH bla bla brand equity yadda yadda logo recall. 🤪📢 I can’t help but think we, in the marketing and advertising industry (particularly here on LinkedIn), get a little too caught up in over-analysing things🧠🧐📈. A pretty simple, well executed brand billboard campaign here, sure, but I can’t help but think it’s just our echo chamber analysing and celebrating (or criticising) it. Joe Public will walk or drive past and be more subliminally reminded that Tesco sell a range of food. Y’know, like a supermarket should. And maybe they’ll have their ego massaged for working out the “O” via “Okra” and “Oyster Mushroom” (cos, you know, Tesco does some international/quirky ingredients too). 🤯 As Matt W - Webster pointed out, there’s a lot of people getting “frothy pants” over this… but I’d ask, is it the people that actually matter? Anyway, bla bla etc. Happy Humpday. #advertising #ooh #billboard #brand #tesco #retail #marketing

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SEO insight: Over 50% of keywords used are four words or longer. Tailoring to long-tail searches can be your gateway to better visibility and conversions. #UKBusiness #LongTailStrategy www.ruddledigital.co.uk

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Did you know 45% of people say they are more likely to notice a catalogue sent in the post than a marketing email? If you're in the planning phase for your Christmas activity take a moment, grab a cup of tea and discover more fascinating more stats and benefits for catalogues in our blog. ➡️

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Brands and Prof G Jon Evans spent some quality time with Prof G, and it was a good show. Scott is entertaining, smart, and pulls no punches when conveying his beliefs, especially regarding social media. He clearly believes in brands- he’s a brand himself, values the importance of storytelling, and understands that products and experience are key to brand success. He challenges that brand advertising is how to build brands in 2024 because people have better ways of getting information. He doesn’t acknowledge that advertising has helped many brands grow in many categories. For many others, it has transformed their businesses. He also doesn’t get that the big agencies do far more today than make ads- he’s stuck in Don Draper’s Mad Ave. Those points aside, he’s a compelling listen. It’s just that brands aren’t dead—far from it.

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Delighted to have been awarded Chartered Marketer status by the CIM | The Chartered Institute of Marketing after two continuous years of CPD and passing the Chartered Marketer Assessment. Chartered Marketer status recognises experienced marketing practitioners who commit to continuing professional development. In an ever-changing marketing landscape, staying up-to-date with the latest developments and innovations remains critical to marketing success. #CharteredMarketer #CMktr #CharteredInstituteOfMarketing #CIM #DigitalMarketing #Marketing #SEO #PPC

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Just a little bit excited to get this out into the world today! We've been busy working in the background on our brand positioning refresh and the launch of our new Offectiveness™  measurement tools and methodology. Head to our website to find out more https://o.agency/ 🙌🏻 As the glue that holds everything together, Offectiveness™ is a new way to understand the impact of your marketing and challenge the ordinary when it comes to marketing ROI in the earned and paid space. #ChallengeTheOrdinary

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Here's the latest in our "Trago Versus" series of ad campaigns. Ads like this are hugely complex to comply with the Comparative Advertising Directive but we love delivering effective advertising for our South West clients! To verify see www.trago.co.uk/compare #southwestbusiness #advertising #videomarketing

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Pret's subscription model wasn't about loyalty, it was about customer acquisition 🫴 I keep seeing Pret's £30 a month subscription referred to as a loyalty scheme; including in their own financial reports. Now, with their latest move to change it up there's a sense that this was a failed loyalty scheme. But if I flip it on its head, I see it as one giant sampling campaign, partly invested in by the UK population! If you want to get people to pay money for something that they're not quite sure on the quality, value, taste, then one of the ways to get it into their hands is to offer it to them for free or at a low price. And if you want them to continue enjoying your product regularly, you can aim to create a habit around your product. You could do this by giving away lots of your product around the same time every day to embed this ritual into your customers' lives. Brands are leaky buckets, and following the pandemic Pret had a mostly empty bucket! To grow, brands need to aim for light buyers, and continuously bring more people in to your brand than your competitors. I see Pret as looking to get a competitive advantage over other coffee shops by getting competitors' customers to make the switch to Pret, thus stealing market share. When they make the switch to their cheaper subscription but with less 'payback', I imagine there's an assumption that all these 'loyal' customers are so invested in Pret that they'll continue to visit and buy. Yet coffee is a commodity. People will generally go to the coffee shop closest to them in their moment of need! Unless Pret has coffee filled with magic, there's very little reason to choose one coffee chain over another. But, I'm optimistic. I imagine Pret will keep plenty of customers, many of whom were not Pret customers before, because of a successful initiative in driving trial. And if I'd like one thing to come out of this, I'd love to see the next financial report refer to this subscription as a customer acquisition strategy, not a loyalty one 😉

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Cheap as chips advice. Ritson bangs on about stuff he’s been banging on about for a while now. IPA Effectiveness winner McCain applying the known and proven fundamentals of marketing. Advice on a plate. It’s not rocket science. It’s available to all. It’s as easy as chips. It works. Just needs a little dollop of secret sauce. #strategy #creativity #humanity Chapter Brand Leadership

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Jaguar UK launched its latest logo and branding for it’s line of…….. of what? (That’s the question). After watching this video a few times I am still puzzled as to what they are trying to do with the brand. “Copy nothing” means absolutely nothing (no pun intended) when most people don’t even know what Jaguar stands for anymore. It used to stand for an English luxury car in the 80s and 90s and then it went nowhere. Now, with this branding exercise they had blurred their branding even further moving it from the cars/vehicles category into…. Fashion? Clothing? A runaway company in SoHo? Quite curious to find out how other marketers feel about this latest rebranding effort from the former English high-end car manufacturer.

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So here we are. The launch of our Two Degrees Below website. Like our agency, it’s been nearly a year in the making, but we’re super proud to launch the next chapter and share our journey so far.   Take a look, find out what we've been doing, the services we offer, and insights from our fabulous team.   Dive on in, we hope you dig it as much as we do.   twodegreesbelow.com   #creativeagency #changeagency #creativechangeagency #communications #businesstransformation #strategy #content

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