Entries by Walter Adamson

Purpose isn’t broken but it needs fixing

With trust in companies and unbridled capitalism falling to global lows, there needs to be a rethink of purpose, and social media can help. Disenfranchising citizens has destroyed shareholder value Corporate foyers and reports are littered with Purpose. Close your eyes and they may all sound equally devoid of connection to real life, but never-the-less […]

Why more brands are going to wordless logos

This year Mastercard joined a long string of iconic brands in moving to a wordless logo. What’s behind this trend? New challenge for visual search We recently wrote about the increasing importance of visual search as part of social media listening. We said, “With the massive increase in the use of images and less dependence […]

How digital asset management improves team efficiency

Digital asset management is a key discipline for all enterprises and content marketers. Surprisingly, it is often still enabled by disparate technologies and unintegrated processes. Integration is the key Digital asset management is all about the control, flexibility, portability, access, and reporting of digital assets between organisations, customers, partners, and suppliers. It is concerned with […]

How to Build an Effective Integrated Marketing Communications Plan

Although integrating marketing communications requires some up-front effort, it delivers many benefits. It helps to create competitive advantage, boost sales, strengthen relationships while simultaneously saving time, money and stress. Conversely, un-integrated communications send disjointed messages which dilute the impact of the message and brand. This may also confuse, frustrate and arouse anxiety in customers. Developing an Integrated Marketing Communications […]

How Chatbots Can Help Your Business in 2019

In 2019, chatbots (or AI Assistants) have now passed through the “peak of inflated expectations” and are starting to become truly productive for business. Given that there are now many effective options then we need a framework to help decide on the most appropriate solutions. Types of chatbots “Chatbots” come in two main types – […]