News and blog

Digital media are completely reshaping the world in which we live and particularly the marketing industry within which we, here at Madhouse, work. We often get asked by clients what the differences are between this “new” digital realm and the traditional one that everyone knows and understands. In response, we thought we’d bring you a series of short blog posts about what digital means for the different areas of our business. To kick us off, planning director Clare Briscall talks about what digital means for planning.

Clare Briscall, our planning director, was recently asked by UTalkMarketing to talk about brands that yearn to be ‘cool’. This is her response to the following questions:

• Are brands obsessed with the pursuit of cool?
• What are the dangers of pursuing a cool strategy?
• When is it not appropriate for a brand not to pursue a cool positioning?
• What factors should they focus on instead for emotional engagement longevity?

Pursuing cool is a fool’s game if the brand is selling products that can never be cool. But hold on a minute – isn’t one person’s cool someone else’s lukewarm? So surely cool can be applied to every purchase and is a matter of opinion?

See what happens when you don’t do your research!