Marketing Archives | KHWS

Lanson and Wimbledon: A long and sparkling partnership

The meshing of two complementary brands is a compelling idea, oft-utilised by smart marketeers through the decades. So as we sip and clink our way in to the second smouldering week of Wimbledon 2018, we thought we would consider the partnership power of the Lanson and Wimbledon doubles team. The relationship between Lanson and Wimbledon […]

The Power of Authenticity in Marketing

In a crowded online world, we look at the revival in vinyl and how this can be linked to the power of authenticity, giving weight to modern marketing campaigns. The British Phonographic Industry (BPI) revealed that 4 million vinyl records were officially sold in the UK in 2017; a 27% increase on 2016 and notably […]

Emotional vs rational marketing – getting the balance right

As buying decisions and product selection are largely based on hard-wired mental shortcuts, we take a closer look at the role of brand emotion when talking to your audience. Broadly speaking, marketing comms sits on a spectrum of two strategies: emotional appeal that targets the consumer’s heart (how we feel about something) and a rational […]

Tap into the past

As 2017 draws to an end we look back on some of the biggest hits from this year from the remaking of Disney’s ‘Beauty and the Beast’ to the return of Nokia’s famous 3310 phone, and consider how nostalgia has made a comeback, and the powerful draw of emotion-led marketing. Throughout 2016 and 2017 we […]

GDPR: What is it and how will this impact marketers?

With General Data Protection Regulation (GDPR) coming into force in May 2018, and with two out of five London-based SMEs never having heard of GDPR, we take a look into what this new online privacy regulation means and in particular how this will impact work in digital marketing campaigns.   What is GDPR? GDPR is the […]

Minimalism: keep it simple

Is Minimalism becoming the new prevalent manner of modern lifestyle and brand marketing? There has been a lot of talk recently around Minimalism in the modern world. If this is news to you, it’s based on a concept grounded in the ideology that ‘less is more’, e.g. quality over quantity. Think Scandinavian minimalist home décor […]

Let me tell you a story

“Just as the brain detects patterns in the visual forms of nature — a face, a figure, a flower — and in sound, so too it detects patterns in information. Stories are recognisable patterns, and in those patterns we find meaning. We use stories to make sense of our world and to share that understanding […]

Let’s get personal

As consumers become more cynical and wary of traditional marketing messages and big brands, finding a way to cut through is important in the battle for consumer attention. Brands are increasingly looking to data as the answer to this challenge. A growing trend in recent years has been to make better use of available data […]