For me, keeping it real means building trust. Now, how’s that for a topic, given it’s just days after the U.S. elections? Adapting to change is essential as we navigate the post-election period. I’m here to offer insight, inspiration, and guidance for the times ahead.

Feedback and Updates

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How We Are Making This Newsletter Better for You:

Your feedback has been invaluable:

Changes made: I’ve streamlined sections for easier and quicker reading.

Added: More personal insights and stories—let’s see if they resonate with you.

Trying harder: To those who challenged me to do better—let’s see if I’ve succeeded! 😉

Keep your thoughts coming; it helps me step out of my ivory tower and create something valuable, not just something that feeds my ego.

Audience Insights & Future Trends

Measuring marketing is tough. But have we overcomplicated it, focusing on the wrong metrics?

The Role of Active and Passive Attention

Key Insight: Karen Nelson-Field’s study of 59,000 ads confirms it: passive attention builds brand equity for big names, while active attention is crucial for smaller ones trying to break through.

What Does This Mean?

• Active Attention: Laser-focused engagement that drives growth.

• Passive Attention: That familiar buzz that prompts, “Oh yeah, I’ve seen them.”

Why It Matters: Chasing metrics for boardroom politics might keep jobs safe short-term, but real success comes from treating audiences as people, not data points. That’s where sustainable growth lies.

My Four Uncompromising Beliefs:

• Meet Your Audience Where They Are: Be present in their world.

• Resonate with Their Passions: Genuine connection beats pretense.

• Commit Beyond the Trend: Show up consistently, don’t disappear.

• Align Your Purpose with Theirs: It’s not just about what you want—your customers are in charge now.

Final Thought: “Do people even care about our campaigns?” Maybe not, unless we ask, What’s in it for them? Let’s cut the fluff and focus on results.

Case Study of The Week: Heineken

The Mobile Phone: Adding or Taking Away from the Moment? 

Heineken’s ‘Boring Mode’ campaign challenges the sea of screens at events.

Insight: 90% of Zillenials frequently check their devices while socialising; over 35% admit to over-checking, and 55% prioritise filming over being present.

The shock? Only 13% ever rewatch these videos.

Tactics & Execution:

• Partnership with Bodega: Launched ‘The Boring Phone’.

• Infrared Festival Messages: Encouraged attendees to stay present.

• “Boring Mode” App: Blocked distractions for full immersion.

• Launch at Milan Design Week: Expanded to global festivals.

Results:

• 70,000 contest entries; 3,600 phones powered down at Milan Design Week.

• Reached over 550,000 attendees through event partnerships.

• Reinforced Heineken’s image as a brand promoting real-life moments.

Insights & Final Thought: Purpose-driven marketing that taps into real cultural pain points creates deep connections. Brands that align authentically with their core values and customer experiences foster lasting loyalty. In today’s world of digital noise, moments that matter are lived, not filmed. To resonate, brands must create experiences that invite audiences to be present, not distracted. Heineken’s ‘Boring Mode’ showed that cutting through the clutter isn’t just about capturing attention—it’s about making it worth remembering.

Spotlight on My Work

I’m excited to be supporting two start-ups in their second investment round, building human-centric marketing strategies. I’m also collaborating with existing clients on transformation projects.

Our community platform is in the final stages of BETA testing, with a team expansion across sales, creative, and community management. This week, we’re launching to a select group for feedback ahead of the official launch.

Biggest Insight: Everyone is busy, overwhelmed, and searching for answers. This isn’t a temporary phase—it might just mean saying goodbye to the word normal.

When a LinkedIn debate on marketing nonsense erupted, I couldn’t help but jump in: “After 30 years in marketing, I know calling out industry bullshit is essential. It’s time to move beyond pointing out problems and offer solutions.”

Why This Matters: We overcomplicate things when we need to get back to basics, 101, winning and keeping customers. Transparency builds trust, so let’s focus on that together.

Takeaway: Simplifying your approach and being transparent is essential for long-term success.

A little more depth, if you want it.

Here’s what caught my attention this week:

Podcast of the Week: [Link] – Nitin Mathur challenges the idea that “you can’t shrink your business to growth.” My key takeaway? AI can empower marketers to focus on what truly adds value.

Article of the Week: [Link] – Explores why big and small brands need different approaches to capturing attention. It argues against a one-size-fits-all strategy, emphasising the importance of understanding your business position and focusing efforts accordingly.

YouTube Video: [Link] “If Humans Are So Smart, Why Are We So Stupid?” – A thought-provoking 20-minute video, perfect for reflecting on this post-election period. Check out the highlights for key insights.

Final Reflections From Nexus (or the video)

“If you give good people bad information, they make bad decisions.” A powerful reminder as we navigate this post-election landscape.

Lessons Learned: Our role as marketers and leaders is to cut through the noise and ensure that the information we share is honest, clear, and valuable. Purpose-driven content and experiences create real, lasting connections.

Final Thought: In a world brimming with distractions and endless content, make what you put out count. Inspire, inform, and invite your audience to be present and engaged.