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The diagram below illustrates my approach. First I research: what are the hot topics (Google Trends)?  What keywords are target consumers using (Keyword Planner tool)?  Then I’ll set up robust mechanisms to evaluate the creative, focused communications plan that I’ll implement.


Remain relevant

How can marketers make sure their brands remain relevant? Here are 7 great ideas to consider.

Today consumers want more and better for their money.  They think about Ocado, Uber, Netflix and then reframe their expectations of other companies who are fighting for the same cash.  So brands are feeling the effect.  In order to remain relevant, the key is to look ahead and stay fresh. We live in a world of perpetual change.  This greatly affects consumers’ expectations and as marketers and communicators we need to respond.

7 ways to remain relevant

  1. Consumers want  to make on-the-go purchases quickly.  According to Barclaycard data, contactless payments are 7 seconds faster than paying with chip and pin and 15 seconds faster than paying with cash.  The need for speed and a frictionless buying experience will continue.
  2. Millennials value brands if they can inspire and motivate them.  They look for the stories and values behind the brands.
  3. They are looking for brand reassurance.  That means a good experience of the brand.  Consumers are willing to pay more for it.
  4. Consumers look for ultra-fast customer service.
  5. Fixed products and services are no longer sufficient.  Buyers want to have a role in shaping them.
  6. As homes become smaller, space is an issue and on-demand everything will grow. People will own less and use more services.  We expect to see outsourcing of chores.  People will not own so many space-hungry appliances.  Young people highly value their leisure time and won’t want to use it up doing chores.
  7. We should expect to see consumers enjoying experiences through the camera on their phone.  So the Instagram experience of a brand is important as well as the real-world one.  The restaurant sector and the travel sector know this already.  Therefore, other sectors should make their offer insta-friendly too with a bit of creativity.  That’s how brands stay fresh and remain relevant.

More of my posts about brands and communication are on my LinkedIn page

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