In the 90s, an American charity made pencils with the anti-drug slogan “Too Cool to Do Drugs” but had to recall them because, when sharpened, they read “Do Drugs.”
Marketing Inspiration Reimagined
A curated library of cross-sector examples, designed to elevate your thinking and make your work shine.
Latest Inspiration
Marketers significantly overestimate the recognition of their distinctive brand assets vs consumers (by an average of 40%!). A reminder why it’s so important to conduct consumer research and not solely rely on marketers’ judgements.
In the recent conclave, clerics actually used the film (of the same name) for guidance on deciding the new Pope. The film is considered to be remarkably accurate, which is especially helpful for the clerics with little experience of Vatican politics and protocol.
Almost half of UK adults gamble in a given month, but the occasional players are not the ones the industry cares about: 86% of online betting profits come from just 5% of (very obsessive) customers.
As bleak as it sounds, suicide is a question of ease and not just motivation. In the US, suicide rates are highest in the states where gun ownership is highest (and largely where gun control laws are weakest).
Despite being known by 95% of consumers, Chips Ahoy! is only found in 30% of U.S. households. So the brand has recently launched several innovations to appeal to a wider customer base, including Baked Bits (on-the-go snacking), more products under $3, and better for you products like gluten-free Chips Ahoy!
In 1953, climbing Everest was the pinnacle of mountaineering. It took roughly 30 years for the first 300 people to reach the summit, but in 2019 that number ascended the mountain on one single day – a remarkable upward trajectory.
80% idea, 80% execution
An idea is only as good as the way it's expressed.
Advertising DOES work on me
Ads can stay in our heads forever, even if we never buy the brand.
Bad market research
Lazy thinking makes it hard to gauge public opinion.
Bothism
In a world of binary thinking, we forget that opposites co-exist.
Clever innovation
Creative ideas for growing a brand.
Comparative advertising gone wrong
Showing another brand can prove superiority, but only if it's clear who is advertising.
Consumer first thinking
Catering to the needs and behaviours of real people - not marketers.
Creativity copies
Forget true originality. Creativity requires external inspiration.
Culture shaped by marketing
Brands largely fail to tap into culture - but a rare few shape it forever.
Cursed success
Awards aren't always beneficial.
Do things that don't scale
To get big you first need to think small.
Easy preferred to best
We like decisions that require little effort.
Familiarity bias
We like what we know, regardless of merit.
Framing effects
Value is a matter of perspective.
Friction as a force for good
In a world of seamlessness, brands can stand out by making life hard for consumers.
Goodhart's law
When a measure becomes a target, it ceases to be a good measure.
Great expectations
Beliefs have the power to shape reality.
Humans behind the data
Numbers are objective, but the people who make them are not.
Inferring meaning where none exists
We use complex theories to explain events, but the truth is more straightforward.
Innovating by saying no
Brands often win by limiting their options instead of expanding them.
Intelligent naivety
It's easy to break category norms when you don't know they exist.
IRL will never die
The internet provides unparalleled freedom, but nothing beats the in-person experience.
Joy of constraints
Forget creative freedom. The best ideas come from restrictions.
Knowledge ≠ power
Information isn't enough to spark action.
Magical language
Words don't just describe our thinking - they shape it too.
Making data concrete
Numbers need context to be meaningful.
Marginal gains
Small changes make a big difference.
Misleading metrics
Don't take statistics at face value.
Myths that aren't true
Our understanding of the world is often based on fiction.
New normal that never was
Covid-19 changed our behaviour forever...or did it?
Old school Behavioural Science
The field was created in the 2000s, but its principles are centuries old.
Penetration led growth
Brands grow by expanding their usage occasions.
Perverse incentives
Be careful what you wish for.
Power laws in the wild
A lot do a little and a little do a lot - and a reminder that averages are often meaningless.
Power of brands
Brands - both people and products - are the ultimate trendsetters.
Power of distribution
Less celebrated than ads, but vital for brand growth.
Products of our environment
Our behaviour is shaped by forces outside our control.
Random legacy
Our rules and frameworks have strange origins.
Redefining the category
Categories are artificial - they can be re-shaped for success.
Revenge marketing
Examples of brands built out of spite.
Say doesn't equal do
Our actions reveal our true intentions.
Selfish innovation
The best source of inspiration is our own frustrations.
Shifting status symbols
The way we show off has evolved over time.
Slowly then suddenly
Not all behaviour is linear: some moments count more than others.
Social desirability bias
We care deeply about what others think.
Tech is neutral, but we are not
Human subjectivity still dictates how technology is used.
To speak to many, speak to one
Reaching a mass audience first requires sharp focus.
Topsy turvy behaviours
Products are used in unexpected ways, by unexpected people.
Topsy turvy business models
Businesses have surprising revenue streams.
Veblen goods
The more expensive they are, the more we like them.
When fiction becomes reality
Stories have the power to shape society.
When history rhymes
Nothing is ever as new as we think.
You are not the consumer
The more experienced you become, the more detached you become from the people you serve.
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