Advertising should work and be seen to work. And the longer it works, the better. This speaks to the need for strategy or at least an optimal blend of strategy and tactics. While individual executions need to be refreshed, what the brand stands for needs to stand the test of time. Here are some insights that have guided us through the years: What are we actually selling ?: Here we focus, not on product/service attributes but on the benefits that flow from those attributes. As the analogy goes, d... Read more

To first-time advertisers, advertising might prove to be a hardsell. That, or they might harbour unreasonably high expectations. Fact is, first-time advertising clients need to be held by the hand throughout the journey. And there is the right way and the wrong way. Which is to say that there is no one-size-fits-all method, but a few broad guidelines might help: Value vs. Cost: Understandably, the first-time advertiser has no idea how much things cost, and they can only appreciate the value of t... Read more

To first-time advertisers, advertising might prove to be a hardsell. That, or they might harbour unreasonably high expectations. Fact is, first-time advertising clients need to be held by the hand throughout the journey. And there is the right way and the wrong way. Which is to say that there is no one-size-fits-all method, but a few broad guidelines might help: Listen. Really Really Listen: Actively and strategically. Often it is not what the first-time client says, but what they leave unsaid, ... Read more

What is the Camino? The Camino de Santiago (the Way of St. James) is a large network of ancient pilgrim routes stretching across Europe and coming together at the tomb of St. James (Santiago in Spanish) in Santiago de Compostela in north-west Spain. The history of the Camino de Santiago goes back to the beginning of the 9th century (year 814) the moment of discovery of the tomb of the evangelical apostle off the Iberian Peninsula. Since this discovery, Santiago de Compostela became a peregrinat... Read more