The fundamental challenge that we have when applying reason to the subject of brand is that great brand is great emotion. And this gives us a dichotomy, which is neatly summed up in a strategic principle that I apply called, 'Making Thinking Visible.' Without the rational, in-depth, analytical, left-brain approach, it is hard to have the right positioning and messaging associated with a brand in a creative, emotional space.
The three-year downturn in oil and gas, which started mid 2014, was felt throughout the industry. But it was arguably in the subsea sector that the impact was felt most.
In every corner of the world, one high-cost project after another was shelved or abandoned as subsea budgets were hit hard in favour of the less expensive and ‘quick win’ alternatives offered by North American shale.
Never underestimate the power of words.
Written well, words can force you to completely change what you’re thinking. They can transport you to somewhere different.
Sometimes it feels like marketing strategies are outdated as soon as plans are finalized. Between search engines, social media channels and apps constantly updating their algorithms, the emergence of breakthrough technology and the ever-changing media consumption, marketers have to not only keep up, but stay one foot ahead to strategize long-term, effective marketing plans.