A note to GKN: effective communications releases value

  On the home page of one of the world’s largest communications agencies, the headline promises ‘we create value’. That may be true, but I’d argue that for most companies, the biggest boost to business value comes not from what effective communications can create, but from the ability of visionary communicators to release unrecognised value…

NAIAS – Differentiation is Power

The 2015 Geneva show was a wake-up for anyone hoping for a rebirth of the great American luxury brands. Strolling past the grey Cadillacs with their uninspiring interiors, my attention was drawn to a curvy, elegant new premium saloon that whispered luxury and style. So I crossed the aisle to the Hyundai stand to take…

Automotive brand-defining events; coincidence or genius?

Capture the imagination, conjure enduring images then reap the benefits; it’s a marketeer’s dream. Strong associations have been formed between event and manufacturer ever since Henry Ford realised how much money could be made from selling motorcars, and that public aspiration was the key to success. There’s a chasm that separates quiet association and truly…

The Exhibition Survival Guide: Part 2

Here we continue our series of advice to help you maximise the benefit of any show whilst simultaneously surviving the ordeal. 4) Convert conversations into connections If a visitor has paused to look at an exhibit or graphic element of the booth, your second challenge is to convert this into a willing conversation where they…

The Value of Branding to Engineering Consultancies

The old joke about consultants is that they charge to tell you the time, then ask to borrow your watch. Whoever came up with that had clearly been the victim of poor contract negotiation. I’ve experienced engineering consultancies of all sizes in the automotive world, from the inside and as a customer. Despite the joke,…