Public relations

B2B marketing: how Kern & Sohn boosted sales with digital marketing

Kern & Sohn makes weighing scales for scientists. In the 1990s, a B2B PR campaign might have involved issuing a press release mentioning the scales’ product features, but those sort of approaches are much less effective these days. Instead, Kern & Sohn did something more creative. It created The Gnome Experiment. As I write in The PR […]

Brand management

How marketers should think about about stationery and branded swag

Personally, I’ve always liked nice stationery made of thick paper. It goes back to when I was a teenager, when I was pretending to be an adult and wrote regularly in newsstand technology magazines. In those days, when most people weren’t on email, Conqueror and a fountain pen signature helped me get access to the right people. […]

Marketing strategy

Thomas Cook shows the perils of ‘getting’ digital but not transforming

In the 1980s and 90s, Thomas Cook was an obvious place to go for traveling abroad. Its stores were commonplace on high streets in the UK and it had a long-standing, good reputation. The company was said to be the first British travel agent to launch a website, in 1995, and launched online booking in […]