Caring Is Daring and Intimacy Is Key: How To Maximise Your Brand Value

This opinion piece by Pip Stocks originally appeared in Marketing Magazine. In their book The Discipline of Market Leaders (1997), authors Michael Treacy and Fred Wiersma describe three competitive strategies for businesses to employ to get ahead: operational excellence, customer intimacy and product leadership: Operational excellence is about cost leadership.  Think Kmart. Customer intimacy is anchored in service, Continue reading

Why Disruption Is Not Always Tech Dependant

Disruption in marketing is always a hot topic; the conventional wisdom is that a new product, typically providing a previously unavailable technical solution, is the only way to disrupt existing stable categories. And tech solutions have been amazing game changers in many categories; resource sharing concepts such as Air BNB and Uber which would have Continue reading

Is the Old-Fashioned Flyer Doing a Steven Bradbury?

Two mornings in a row, I have been handed direct advertising materials at Richmond station.  One for Uber Eats and another for Pet Circle; both online brands that are reverting to old-fashioned tactics to speak with their market. It’s made me think, the printed flyer has been sitting back, watching what consumers do, and now Continue reading

Time To Reinvent Your Brand? Look To Your Heritage First

I saw Nigella Lawson speak at a School of Life event recently and it got me thinking about brand re-invigoration. Anyone who has followed Nigella over the years would recognise her personal brand’s transformation. Nigella first rose to mainstream attention with the saucy persona of her early television series, where she championed indulgence through food-related Continue reading

Why Getting Intimate is Key to Creating a Great Customer Experience

This opinion piece by BrandHook CEO Pip Stocks was originally published by CMO. According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences. To find out why, BrandHook produced a podcast series, Getting Intimate with CX, Continue reading

The Game Changing Power Of Voice-Activated Tech

I received a Google Home Mini for Christmas and it’s been a life game-changer. I no longer have to find my phone to check the weather, listen to music or follow a recipe (and much more!). My changing relationship with tech is exactly what Trend Watch have outlined as two emerging trends for 2018; Virtual Companionship Continue reading

Podcast: Pip Stocks Talks Branding and Customer Experience

This week, Pip Stocks joined The EchoJunction Podcast with Adam Fraser to talk all things branding and customer experience. The below article by Adam Fraser originally appeared in EchoJunction. Founder and CEO of Brandhook, Pip Stocks, joins the podcast this week to talk branding and customer experience. We discuss: Pip’s career to date Brandhook’s story and Continue reading