B2B Marketing Blog
Recently by Paul Cash

Every brand needs a magic notion, have you found yours?

November 23, 2009 11:02 AM | By Paul Cash
What’s a magic notion? You already know. You already know because everything you know – from the ideas and beliefs you cherish to the products and services you use every day… all of these things were originally the product of magic notions. I believe a magic notion really is magic. It appears, seemingly, from out of nowhere. It transforms the world around it. It turns our preconceptions on their heads. And it opens up new, previously unimagined ways of thinking, being and doing. It is destructive, but also creative. It is subversive, sometimes even threatening, but it is also liberating....
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Stop being relevant and start being interesting.

November 5, 2009 10:51 AM | By Paul Cash
If you’re still trying to create marketing campaigns that are built on solid logic, sound value propositions and robust customer testimonials, then you are missing the point! The rules have changed. You have to be interesting first and then relevant! Being interesting starts conversations, content get shared around the web and your marketing campaign becomes something that lives and breathes. Think about it. If a direct mail piece lands on your desk with a solid and logical headline; “Save millions with our new business software”, “listen to what our customers have to say”, “download our amazing white paper”. What do...
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Just as you were getting to grips with old world CRM, along comes Social CRM

November 2, 2009 9:32 AM | By Paul Cash
Imagine a future (and we are talking two years max) where social networks will be more powerful than corporate web sites and internal CRM systems. If you don’t believe me, stump up $499 and read the Forrester report entitled “Future of the SocialWeb”. We all know the marketing landscape is changing at a rapid pace. We can see it first hand in the way we are consuming social media in our work and private lives; the odd blog, the Facebook update, the occasional tweet, the increasing usage of Linked In. Wherever you are right now on the social media curve,...
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What the hell is a challenger brand, and what makes it so yummy?

October 28, 2009 4:53 PM | By Paul Cash
Any company, product or brand that is either No.2 or No.22 in its category or market has the potential to be a challenger brand. Think of the challenger as the underdog, the pirate, the rule breaker and you get the picture. What makes the challenger unique is that it looks at the conventions adopted by the market (niche or otherwise) and seeks to disrupt the status quo by offering a new perspective on the category or the market as a whole. This can often be driven by technology or service level innovations, challenging the existing price-models of the category or...
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Consumers aren't your boss. They only think they are.

January 25, 2009 7:16 AM | By Paul Cash
It’s only Jan 24th and already I have cried three times this year. Once with laughter at Gavin & Stacey, once with joy when Mrs C gave birth to Cashy No. 2 and once with annoyance when I read the dullest digital conference agenda I have ever set my weeping eyes on. Why is it they always seem to whiff of the same old same old content, often regurgitated and spat out for somebody else to eat. Well no thanks. Not anymore. I want somebody to enlighten me with digital ideas not continually confuse me with mumbo jumbo and bubble and...
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Could email be the next blockbuster?

July 2, 2008 9:30 AM | By Paul Cash
Spielberg’s been caught out for once. For the latest Indy adventure, he used the latest CGI technology. Unfortunately his audience hated it, preferring the old days when stunts were performed by real spiders. Sometimes, though, there’s no option but to keep up with the times. Take email, for example. It’s amazing to think it’s now 37 years since the first true email was sent by Ray Tomlinson. Even more amazingly, it took another seven years for a Disasters Emergency Committee (DEC) marketing rep to create the first spam. History doesn’t record the response rates, but boy, were people angry. Not...
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Welcome, T5

June 9, 2008 4:23 PM | By Paul Cash
A fine addition to the list of great British Ideas that didn’t quite work on day one, which currently includes the Millennium Bridge, the River of Fire and the Princess Diana fountain. Not to mention Portsmouth’s Spinnaker Tower, which opened five years late and promptly celebrated by trapping the project manager 100 feet up for an hour.   Back in 2007, a press release stated that the ‘highly sophisticated T5 baggage system had been designed for performance and reliability… there would be minimal queuing at every stage’. Which turned out to be quite an overclaim.   B2C, of course, is...
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Is the future of B2B marketing science fiction or science fact?

May 21, 2008 10:00 AM | By Paul Cash
The recent death of Sir Arthur C Clarke gives us good reason to look forward in time.    Clarke was one of the first to identify Y2K as a potential problem, but some of his guesses were even closer to the mark. In 1945, he suggested a geostationary comms network of satellites; in 1963/4, it happened. In 1972, he mooted Spaceguard, designed to protect Earth against asteroid collisions; in 1992, NASA launched Project Spaceguard to do exactly that.    As computer scientist Alan Kay said a few years ago, “The best way to predict the future is to invent it”....
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