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The Press, March 2013 Marketing is about getting a group of people to change their perceptions and actions, but often the biggest change actually needs to come from the marketer themself. As anyone who has children knows, getting people to change is very difficult. No matter how often I tell my 11 year old son to pick up his clothes…
The Press, June 2012 When the little monsters gathered to worship Lady Gaga in Auckland over the weekend, they were responding to that classic marketing tactic of the music world, screaming for attention by being as outrageous as possible. In the more prosaic world of business to business (B2B) marketing the opposite dynamic is becoming a powerful way to market…
The Press, April 2010 Next time you buy coffee beans from local roaster Underground, you might be getting more than a caffeine fix. You could also be donating to youth charity Project K. It’s a grassroots example of a growing phenomenon in New Zealand – companies aligning with good causes for altruism and commercial gain. Underground, a Canterbury coffee bean…