Discounting premium products can be risky. It can take decades to build up a premium positioning for a brand, to give their products a value beyond the materials and man hours that have gone into their making. Once you start discounting you risk making it feel less special, because people know that, generally, products get discounted because they aren’t selling, if they aren’t selling it must be because nobody wants them. MERCEDES-BENZ PROBLEM: A stock-pile of C-Class Sports Coupe’s. They decidedRead more

PODCAST: Neil French.

Former rent collector, bull-fighter, porn director, klacker salesman, Judas Priest manager, account man, copywriter, art director and Chief Creative Officer of Ogilvy Worldwide. (Warning: Some areas of the recording may have been adversely effected by a rioja.) BLACKER HYDE ASSOCIATES Ltd. An early Neil French concept. HOLMES KNIGHT RITCHIE. BATEY SINGAPORE. THE BALL PARTNERSHIP. The only known picture of Neil without a cigar. My tattered copy of Neil’s book. I recommend it.Read more

AUTISM TRUST: Have a goal.

‘Would you mind helping a friend of mine?’ I would’ve helped anyway, but the fact that it was Peter Mead asking meant I couldn’t really refuse, he’d delivered business and wise counsel at my previous agency in return for little more than the odd cheese sandwich. ‘Her name’s Polly Tommey, she used to be our receptionist’ A few days later Polly called, she talked about needing a poster a charity she’d set up; Autism Trust. The following week she came inRead more