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9 Nov 2015

The semiotician Virginia Valentine used to talk about ‘Not-ness’. It’s an incredibly useful concept to use when thinking about brands. You need to understand...

30 Sep 2015

I’ve found this formula very useful for any behavioural change brief, whether trying to get smokers to quit or trying to get people with gum disease to do something about it. Its origins are in organisational change but I don’t see any reason why it shouldn’t work more...

23 Sep 2015

If you are creating one collectively (and I do recommend it, there’s nothing like it for creating a collective view of the brand in action with your client and partners) then I’d aim to end up with a single CAC – if you need to split out into groups then get the groups...

9 Sep 2015

Tools and models used by Ruairi Curran, including Coaching Questions, Spider-Diagrams, Market Maps, Powerpoint Planners and more...

1 Sep 2015

Three very useful tools. What is interesting about these three tools is that they draw on fundamental and timeless human truths. There will obviously be trends and zeitgeists - and these can also be very useful – but these tools are about uncovering the fundamentals of...

23 Oct 2014

This session is designed to familiarise you with the latest suite of tools that provide access to some of the vast amounts of data held by Google. These tools are available to use any time and are mostly free at the point of usage. Google describes it as a way of '...

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