Brand Truth

Post by Pete Watson-Wailes

business, marketing

There's a lot of talk about transparent, open & authentic communications nowadays. To me, the end goals of this discussion can be summed up thus: Honesty in brand to the consumer This is, of course, vital (and always has been). However, in a world where everyone has personalised their media…

Goldfish Advertising

Post by Pete Watson-Wailes

marketing, business

How many ads can you remember? How many do you think you've seen? How many did you care about; which ones made you feel something? The first number is fairly small. The second is vast beyond belief. The third is trivially miniscule. £18.3 billion is spent on all forms…

Big & Meaningless Data

Post by Pete Watson-Wailes

web dev, business, marketing

The main problem with the digital industry at the moment was nicely summed up by Bob Hoffman: The online advertising industry is drowning in data, but has generated almost no useful facts or principles. The encyclopedia of things we don’t know about online advertising since we started collecting 'big…

The Slow Magazinisation of the Web

Post by Pete Watson-Wailes

web dev, marketing

A thought struck me today, as I came across yet another page of the web starting with a full-bleed image with text on it, that what web design over the past two to three years has been slowly doing, is starting to try and turn the generally crappy designs we've…

Thoughts on the Future of the Creative Agency

Post by Pete Watson-Wailes

marketing, business

A brand must do many things to have and stay relevant with people. It must matter. It must stand for something meaningful and shout about it. It must act in a way that affirms that this is something they are passionate about. That can be a message. Dove and Real…

Wallpaper Not Required

Post by Pete Watson-Wailes

marketing, business

There's an interesting, let's be generous and call it a feature, of modern residential architecture. It all looks the same, more or less. I recently bemoaned how some things look similar, because they're made of the same things, with the same end goals in mind, resulting in base form that…

Just Delight Me

Post by Pete Watson-Wailes

marketing

Delightful: engenders the feeling of delight Good marketing works for a single, simple reason: it is delightful. Marketers are in the business of creating delightful, emotive experiences. Over time, the cumulative effect of those experiences builds into a perception of the brand in the mind of those observing that marketing.…

A Wave of Crap: Holding Content to a Higher Standard

Post by Pete Watson-Wailes

marketing

There's a wonderful moment at the end of Pretty Woman. For anyone who's not seen it, Richard Gere is a corporate raider after his latest target, a ship-building company. Towards the end, in a moment of anagnorisis, he realises his life has been spent creating a company which creates nothing…

Marketing Influenced Application Development

Post by Pete Watson-Wailes

marketing, web dev, react

I've spent most of my professional life doing three different things: Marketing UX design Full stack development As a result, I've got a reasonably unique perspective. So I thought, in that vein, I'd talk for a minute or two about modern application design, and why it matters to designers and…