Richard Madden is chief strategy officer at Kitcatt Nohr Digitas. Once dubbed "the industry's biggest brain", he writes for Marketing Week about the customer and to reach them. He focuses particularly on issues such as insight, loyalty and direct marketing.
Marketers should not ignore the “better self” factor.
Marketers must now be able to work with a vast array of experts.
Brands should be using insight to better understand specific consumer behaviour.
Two big themes have emerged so far: programmatic and native.
Email etiquette and email anxiety can derail best intentions.
Forget about content marketing and social for a minute and talk to your customers.
Our relationships with brands in the world seem to involve more kinds of verbal and visual language than ever before. And so much of what we see of a brand gets stripped down to the basics on small screens or brief flashes of content. In situations like those, a logo is a blunt tool, but phrasing and typography are the precision instruments.