RELENTLESS

A collection of thoughts and musings to help you stay relevant. Relentlessly.

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LOOKING AFTER OUR KIDS: A NEW KIND OF 'SOCIAL PURPOSE'

In a world rife with 'purpose-washing', is investing in kids a new kind of social purpose brands can authentically get behind?
Milica Djurovic
Milica Djurovic
May 4 . 3min read

Making the leap from niche product to mainstream brand

What does it take to turn a niche product into a mainstream proposition? Caitlin Amman explores...
Caitlin Ammann
Caitlin Ammann
February 2 . 3min read

Should your brand back or block black friday?

The annual consumption-fest has become part of the retail calendar – but is the revenue worth the cost?
Caitlin Ammann
Caitlin Ammann
November 24 . 3min read

Can brands be built on social media?

We look at whether social media is a complete non-starter when it comes to brand-building – or whether we've just been using it wrong.
Richard Parker
Richard Parker
September 30 . 4min read

leveraging tribes and network effects to build businesses

Is demographic targeting the best way to build brands, or can leveraging tribes and their network effects deliver a bigger (and more effective) bang for our marketing buck?
Richard Parker
Richard Parker
July 28 . 2min read

How to think about brand purpose

With so much crap written about brand purpose, we've tried to define purpose-driven businesses and when communications should get involved.
Richard Parker
Richard Parker
June 30 . 3min read

Is empathy a bad thing?

Richard Parker, Edge Executive Planning Director comments on Pepsi's latest push into empathetic marketing
Richard Parker
Richard Parker
May 26 . 3min read

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