+44 (0) 20 7960 3803

News & Views

  1. An interview with Jaakko Alanko: Former Chairman, McCann Enterprise

    By David Willan -

    Every month David Willan interviews leading experts from the world of marketing and B2B.  This month David spoke with Jaakko Alanko, one of the true doyens of B2B communications.

    Jaakko shares insights learned during 40 years in marketing, discusses the B2B brands he admires and shares his vision for the future of B2B marketing: the era of the enterprise brand.

    Continue reading

  2. How many B2B marketers are in a Glacier Mint?

    By Andrew Dalglish -

    I’m of the opinion that every car glove box should contain, as standard, boiled sweets.  Some opt for the classic travel tin but I prefer a bag of Fox’s Glacier Mints.  I like the taste, but I like the idea more.  That in my little glove box sits an icon; a brand that’s part of our cultural fabric.

    Continue reading

  3. An interview with Stephen Cheliotis: CEO, Centre for Brand Analysis

    By Andrew Dalglish -

    Every month David Willan interviews leading experts from the world of marketing and B2B.  This month David spoke with Stephen Cheliotis, Chairman of the Superbrands Expert Councils and Chief Executive of The Centre for Brand Analysis (TCBA).

    Stephen offers some fascinating insights into the world of B2B brands.

    He discusses what makes a strong B2B brand and identifies the benefits that strong B2B brands bring; he looks at how B2B brands may evolve in the future, chooses his own favourite B2B brands and gives his view on whether B2B brands can ever become cool brands.

    Continue reading

  4. Blink: A side door to the unconscious

    By Andrew Dalglish -

    Sometimes things just feel right.  We can’t say why, they just do.  The house bought not because it ticked all the boxes, but because you could imagine living there.  The supplier chosen not after an exhaustive procurement assessment, but because they just seemed to fit.  In his book, Blink, Malcolm Gladwell explores experiences like these.

    Continue reading

  5. B2B SEO: Content is king

    By Andrew Dalglish -

    Life’s hectic.  Sometimes though it’s sensible to take a step back.  To contemplate whether the things we’re doing are the right things; that we’re working not just hard, but smart.

    With this philosophy in mind we’ve partnered with B2B Marketing Magazine to compile a series of benchmarking reports.  Reports which explore different marketing activities and give an insight into questions that we’d all love to know.  How are my peers allocating their budgets?  What tactics deliver greatest success?  How are they tackling key challenges?

    The latest in the series concerns B2B Search Marketing and in this post I’d like to share some highlights.

    Continue reading

  6. How to create a Customer Happiness Index

    By Andrew Dalglish -

    In my last post I put forward the idea that every business should measure its performance against a stakeholder ‘Happiness Index’ with a particular focus on customers.  As the customer’s voice within the organisation, responsibility for this index lies at the marketer’s door.

    Before we go any further I’d like to challenge the received wisdom that it’s commercially sensible for every business to invest in enhancing customer happiness.  This isn’t always true and there are two notable exceptions.

    Continue reading

  7. The Ministry of Happiness

    By Andrew Dalglish -

    “[GNP] measures everything…except that which makes life worthwhile” said Robert Kennedy.  Forty years on David Cameron has picked up Kennedy’s idea and instructed government statisticians to begin measuring quality of life in psychological terms.

    In a nutshell the idea is this.  Government has many roles but its core goal is to ensure the happiness of citizens.  Helping create wealth is an important part of this.  After all, money buys a better standard of living.  However, there comes a point once material needs have been met.  From heron in happiness is determined more by life’s intangibles such as companionship and peace-of-mind.  That’s why governments should monitor Gross National Happiness (GNH) alongside Gross National Product (GNP).

    Continue reading

  8. The French are stubborn

    By Andrew Dalglish -

    The French are stubborn.  Germans are meticulous.  The British are intelligent.

    National stereotypes are not always fair and should be challenged.  However, they’re also powerful, resistant to change and widely held.  To illustrate, try the following.  Type ‘why do French’ into Google and look at the auto-complete options.  These include ‘…people eat snails’ and ‘…people stare’.

    Continue reading

  9. Are B2B marketers neglecting their brands?

    By Andrew Dalglish -

    Every so often it’s healthy to reflect.  To identify learnings in success and take a pat on the back; to re-classify disappointments as valuable experience; then to focus on future ambitions with renewed energy.

    In doing so it’s sometimes useful to have a catalyst which supports the thought process.  That’s why in early 2009 Circle Research, in conjunction with ABBA and The IDM, launched The B2B Barometer.

    Continue reading

  10. Successfully using research for PR

    By Andrew Dalglish -

    Eye care: Clearly confused” read the headline in Personnel Today.  “Research by Specsavers Corporate Eyecare shows that misconceptions surrounding the display screen equipment regulations are leading to eye care overspend” it continues.

    OK, I don’t really care either.  What is interesting are some dodgy conclusions.

    Continue reading