Posts Tagged: marketing

  • WOTW man in front of screen showing the ENTWISLE MODEL OF BRAND OVERSHOOT with RECOGNITION-->RECALL-->TOP OF MIND-->GENERICISATION-->GENERICIDE

    Genericide & Entwisle Model of Brand Overshoot

    A mate recently sent me a word he thought might interest me—genericide. There are quite a few everyday words that you might not know started life as trademarks: cellophane, aspirin, trampoline and escalator. I came across the same phenomenon in a previous post with cafetière for a coffee plunger. There is something quite ironic about […]

  • International Women's Day 2023 on the UN's digital theme, how much of this is virtual feminism or what is often called femwashing

    Virtual feminism—femwashing

    It is International Women’s Day today (8 March 2023). The UN observes the day each year and highlights a theme in women’s rights that they think should be addressed. This year the theme is DigitALL: Innovation and technology for gender equality. However, in Australia the day is largely “socio-cultural” and centred on a celebration of […]

  • Spruiking —man behind a gift box

    Spruiking, touting, and soliciting

    I went spruiking for work yesterday—meeting a prospect with my portfolio under my arm. I was surprised to find out that spruiking is a uniquely Australian word.  Elsewhere in the English-speaking world they refer to this vigorous public promotion of goods or services as touting. In the US spruikers or touts are also known as […]

  • Finches in niches—Hawaiian honeyeaters evolved from a finch like bird that colonised the islands taking advantage of different niches

    Meaning of niche

    Niche (pronounced neesh or nitch) is a word used in ecology and marketing. In its original use it is a noun that describes a shallow recess, especially one in a wall, to display an ornament. It came into English from the French verb nicher to make a nest. In ecology, niche theory describes how an organism or group […]

  • Brietling watch represents luxury and prestige

    The illusion of luxury and prestige

    I am always excited by airports. They are full of people heading off to exotic places. Travelling, for me, is a great luxury which is reinforced by the atmosphere in the terminals. Images of beautiful people stare sultrily from posters enticing us to buy perfume, jewellery, and clothing. They come from the world’s biggest prestige […]

  • The wow factor

    The wow factor

    In marketing the ideal ingredient to make a campaign stand out and get cut-through is the wow factor. It is difficult to define the extra factor because it is the extra something that makes a difference. But if it lacks authenticity it doesn’t deliver the wow. Some definitions Wow, would you believe, is a Scottish […]

  • There are few words more prolific in and central to the vocabulary of the early 21st century world than network. Even the internet is a shortening of Internetwork used in the early days of Internet development to describe the protocols to allow different computer systems to talk to each other.

    Network and networking

    There are few words more prolific in and central to the vocabulary of the early 21st century world than network. There are lots of definitions but they all derive from the basic meaning of an interconnected system of objects. These objects can be: electronic devices as in the case of a computer network broadcast stations […]