Convictions + Actions: Getting to the Heart of Your Brand Idea
Uncategorizedmartin weigelaction, brand, brand essence, brand idea, brand strategy, conviction, definition, essence, idea, planning, purpose, purposeful, strategy
A Tale of Maths and Ignorance: Why ROI Is Not Effectiveness
Dear Expert
Why Successful Risk Taking Demands We Treat Effectiveness As An Input. Not A Post-Event Audit Process
Uncategorizedmartin weigeladvertising, briefs, campaign objective, communications, creative briefs, creativity, effectiveness, objective setting, objectives, Old Spice, risk, risk-taking
Why We Should Stop Worrying So Much About Loyalty And Relationships, And Focus On Getting A Lot Of Penetration
What Machine to Rage Against? Why Planning Must Find A Fight To Pick If It Is To Stay Healthy
Back Soon
Great Brands Don't Talk About Themselves, But About What They Love
Why Size Still Matters, Big Ideas Aren’t Dead, And ‘Think Small’ Is Dangerous Advice
The High Performance Day
A Planner's Manifesto
Uncategorizedmartin weigelaccount planning, ad agencies, advertising, brand planners, brand planning, creative planners, creative planning, creativity, manifesto, planners, planning, role, strategic planning, strategists, strategy
Wisdom to Live By
That Thing You're Making? That's Not What People Are Wanting: What Game Design Teaches Marketers
Obsession + Wisdom
Does Pointing Change Us?
What Really Matters In Communication And Character. And Why It Will Liberate Us From The Past
Beware of Good Ideas
The Defeat of Indifference: Why We Overlook The Enduring Power of Provocation At Our Peril
Uncategorizedmartin weigeladvertising, anesthetic of the familiar, brands, consumer response, defeat of indifference, disruption, indifference, power of provocation, provocation, provocative gestures, response
Planners Are Creatives That Just Like Big Words
Creativity is...
