Brexit in the Media 2: Expert Opinion on Legal PR

Having examined the way banks promote themselves in the Brexit media coverage, we will now turn to an industry which works hand in glove with financial giants – law. UK’s affluent legal market is fueled by London’s role as a global financial hub, and bankers form the biggest client pool for lawyers: according to the … Continue reading “Brexit in the Media 2: Expert Opinion on Legal PR”

The Meghan Markle Effect: Lessons in Brand Storytelling

Hot on the heels of Buckingham Place’s announcement about the wedding of Meghan Markle and Prince Harry, brand valuation consultancy Brand Finance predicted that the ceremony will contribute around £500 million to the British economy, primarily in tourism. This initial prognosis seemed reasonable given the fact that Prince Harry is only sixth in line to … Continue reading “The Meghan Markle Effect: Lessons in Brand Storytelling”

“I am an Arsenal fan”: Consumer Behaviour in Sport and Social Media Analytics

Most discussions about social media analytics in sport, and sport marketing in general, focus on using social data insights to increase fan engagement, citing isolated examples of successful social media campaigns in sports.

Storytelling and Sports: Under Armour vs Nike (Part II)

In the previous blog post, we discussed how Facebook topic data can help sportswear brand Under Armour improve its storytelling by collecting authentic consumer stories through social data and using them to add ever-deepening layers of meaning to its brand essence. As one of the oldest and brain-friendliest methods of communication, storytelling relies on patterns, i.e. characters, … Continue reading “Storytelling and Sports: Under Armour vs Nike (Part II)”

Storytelling and Sports: The Perfect Pairing (Part I)

“Storytelling” is certainly one of the buzzwords that all marketers try to make an invariable part of their jargon, and in terms of  storytelling as a branding tool, it is now common to argue that any brand story is a good brand story, if only for the sake of it. Every marketer knows that for successful … Continue reading “Storytelling and Sports: The Perfect Pairing (Part I)”

How to Measure Marketing ROI with a Single KPI

One of the existential questions that have always bothered marketers is finding the magic bullet KPI that could measure the whole value of ROI in marketing communications. In pre-digital times one such metric that all brands, and especially those in the FMCG sector, used to propagate, was share of voice (SOV). In offline communications, it … Continue reading “How to Measure Marketing ROI with a Single KPI”

Content Marketers: 3 Fundamental Truths to Guide You in Content Strategy Development

Do you feel inundated with all the marketing buzz words, tips, principles, advice, etc., telling you how to improve your content strategy development? I do!