Monthly Archives: November 2015

Dear Marmite

Marmite - Moustache - PolarisingDear Marmite,

Thank you for allowing me to indulge in a spot of flippancy with your #LoveItHateItNameIt personalised pot promotion.

It turns out that moustaches, like you, are polarising.

Marmite - LoveitHateitPersonaliseitThank you for reminding me that polarisation is a good thing, to be sought and championed, at the expense of lowest common denominator positioning which, by seeking to appeal to everybody, ends up failing to motivate anybody.

For brands, the middle-ground is often the most treacherous. No danger for you, as featured in a previous blog here.

I should also acknowledge the wise-words of a former client, Alan Martin, who once told me, “When you hear the word “polarising” in a debrief, sit up and listen…because something interesting is going on.” Amen.

Marmite Limited EditionsAnd thank you for not only being the kings of limited edition innovation, but also senior royalty when it comes to licensing. Where others talk, it appears that you do.

Low cost, incremental, big impact, new-news. Lovely.

Marmite Rice CakesThanks again

Ned –

(Only 5 days to go!)


Dear Mulberry


Dear Mulberry,

Thank you for #MulberryMiracle – in my view you’re leagues ahead in the annual Xmas ad hullabaloo.

A good story told – or re-told with a dash of subversion and whole dollop of humour – can’t be beaten.

Thanks for not worrying about offending people, thank you for the cracker paper crowns and thank you for the line “smells amazing”.

New bags – like new trainers and new cars, and new shoes and new cricket equipment – but most importantly like new babies, really do smell amazing.

Thanks again


Dear KFC

KFC LogoDear KFC,

Thank you for The KFC FriendshipBucketTest – what a wonderful and unique expression of the “Sharing” needstate that appears on pretty much every consumer needs / motivations “map” – usually on the right hand side.

A sophisticated psychologist would probably also thank you for successfully harnessing some of the memory structures formed by the ALS Ice Bucket Challenge…

ALS Ice Bucket Challenge…But I’m not sufficiently qualified to make that case. I just see it as a neat case of “Steal & Modify with Pride”.

And thanks for making me smile…the reaction to “it’s got to be that haircut” is priceless.