“Do the Dew” and get personal

Here at Sonder, we were excited by recent news that Mountain Dew in the States was reclaiming their digital audience and creating the first ever brand-owned multichannel network (or MCN as they are known). An MCN is an aggregation business which consolidates thousands of digital videos...

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Dealing with dope junkies

Dopamine.  The neurotransmitter that is the cornerstone of consumerism. It’s triggered by the promise of a reward and peaks at the moment just prior to a perceived reward.  And it’s not just major paybacks that trigger dopamine.  When you reach for your mobile phone and press...

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More is not the answer

In a world where growth is the only metric upon which most professionals are measured against, more is becoming the default reaction.  Want to grow sales?  Spend more on advertising.  Want to grow the connections you have with customers?  Create more content.  Want to grow...

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Getting Wasted

Most people loathe waste. Especially people in the marketing and media fraternities where the wastage of money is considered a sacrilege.  Yet wastage is universally acknowledged as a given.  In 1911, John Wannamaker estimated 50% of his advertising budget was wasted, he just didn’t know which...

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“Logistics means marketing”

Not the most glamorous of thoughts. Isn’t marketing supposed to be sexy? Well, in fact, this quote comes from someone describing one of the sexiest, most successful businesses of our lifetime; Apple.  "Logistics means marketing" is a quote from Regis McKenna, the man who in 1976...

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Activating your curiosity muscle

Nowadays, innovative thinking rarely comes from the lightbulb moment in the bath. In today’s over-commoditised world, innovation is less about invention and more about finding a better way to do something than it was done before. For years brainstorm facilitators have used techniques to encourage participants...

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