It’s not the sexiest of topics, but it is probably one of the most important words in the dictionary when it comes to marketing.

Consistency.

Every few years we see a category that has previously been stagnant for decades explode. We saw it with Smoothies, followed by Oat Milk a few years ago, and now we are seeing it with cereals.

There is a cereal epidemic.

And just like that, the summer is drawing to a close and the big C (Christmas) is only a matter of weeks away- yikes.

But whilst it’s still August, lets take a moment to celebrate the best of the best- campaigns that happened in August.

I want to talk about a phenomenon that we are increasingly finding ourselves in- blandism.

Last week, I read a post on LinkedIn about being brave. And I've been thinking about it a lot.

Mainly, because it's a word that frequently comes out of my mouth.

I don't know if it's just me, but, for the past few weeks, everywhere I look, I feel that someone is trying to sell me something, make me fitter, make me smarter, make me more beautiful….

I had a fascinating conversation with one of my mentors a couple of weeks ago. He is a hugely brilliant and successful CMO and has worked with many highly successful CPG brands.

It's that time of the month when I wrap up the best marketing I’ve seen this month and share cool stuff, stuff that will inspire you to be bold, be brave and do something distinctive.

One morning I was walking along as I do every single day, headphones listening to a podcast. And then I heard something that made me stop in my tracks.

Community.... I have touched on it several times, it is a funny, funny old word.

For many people when the word comes up they instantly think of Instagram or Facebook.

These are what I consider to be a passive communities.

What is the most important thing you can do to propel your business forward?

Speak to your customer.

Summer is here!! But my goodness these months are hurling past. It seems like yesterday I was wrapping up the best of the best from May, and now it’s time to do it again for June.

Let's talk packaging. ie the most underutilised of all components in CPG goods, actually strike that, any product that comes with a manual, instruction booklet, information guide- which is most physical products.

This week I have been inspired by Jordan Belfort, also known as "the Wolf of Wall Street. Ok, probably not the most respected of business leaders- but, ethics, morality and scoundrellness aside, Jordan is an exceptional salesperson.

Hear me out…..

This week's newsletter was inspired by a cartoon.

Before you get too excited it is a marketing comic sketch but I think it illustrates (get it) a very important point.

It’s that time of the month again, when I round up the top creative campaigns that I have seen. 

All of this month's executions are brilliant in their own rights, but when you look at them as a collection they also reveal a really important creative construct- the power of being contextually relevant.

“I've got a great idea….”

I have heard this so many times and each and every time it gives me butterflies in my stomach.

The anticipation, the excitement, where will this go…..

I can tell you, it goes one of two ways.

SPANX was started as a response to a question” Can you see my underwear?” And a life hack that saw her cutting off the legs on a pair of tights led to the creation of a brand that is now worth over $1.2billion.

Last week Sara posted what I believe to be the single most important piece of advice to any brand.

Warning, i'm about to get gushy over a graph.

This is my all-time favourite graph.

It is from a piece of research done by Les Binet and Peter Field, The Long and Short of it', who were exploring long term brand growth over a 12 month period.

April has whizzed by and the countdown to summer is now on.

And with countdowns on my mind, it can only mean one thing it's time to countdown the top 5 brand campaigns that I have spied this month.