In this latest instalment of a blog post series that likens topical B2B marketing issues to classic movies (see previous takes on Bridget Jones and The Matrix, for example), I explore the phenomena known as ‘shiny new toy syndrome’. Below I share some perspectives on marketing’s fascination with the latest new thing, but first – and with tongue planted firmly in cheek – I bring you The Life of B2Brian…
… B2B marketing – the movie – part 5: The Life of B2Brian
Belief isn’t enough. For people to take action they have to care.
Dan & Chip Heath, authors of best-selling book ‘Made to Stick’
Brand is another word for reputation or image. And you don’t get a reputation just by claiming something.
Dave Trott, advertising legend
I read about this classic ad campaign, by urban streetwear brand Airwalk, in Malcolm Gladwell’s book ‘The Tipping Point’. These ads were instrumental in helping Airwalk to achieve … Classic campaign
If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against you, and nobody for you.
Bill Bernbach
Bite-Sized Marcomms 