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
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
This opinion piece by Pip Stocks originally appeared in Marketing Magazine. Understanding customer need is vital but not remarkable, says Pip Stocks. That knowledge must be used to innovate, compete and create value in new ways. At the end of last year, Suncorp reported a business improvement of 2.5% for the last six months of 2017, Continue reading
I’ve always been fascinated by consumer relationships with brands. What makes a brand popular one minute, and out the next? One of the major trends at the moment centres around brand transparency and authenticity. But what does it really mean, and why is it important? It’s not news that the brands we choose to consume Continue reading
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
This opinion piece by Pip Stocks originally appeared in Marketing Magazine. It’s the time of year when inboxes are bombarded with the biggest trends to watch out for in 2018. Pip Stocks knows how to find what’ll work for you. Blockchain, AI, voice, bots, virtual reality – none of these concepts will be new to Continue reading
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
Whether you are looking to buy a new outfit or picking up your groceries, deciding where to shop can be a process. Do you opt for the local shopping strip, or commit to heading to a shopping centre? For me, it’s all about speed and convenience… which are often competing priorities when you want access Continue reading
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
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
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
I recently read that L’Oreal has launched ‘UV Sense’; a wearable electronic sensor that measures an individual’s UV exposure. The fingernail device has an accompanying mobile app, to inform the wearer when UV exposure is high (and of course product recommendations for UV protection). There’s no doubt that Assisted Technology is a trend for 2018. Continue reading
