Thought leadership is one of the most effective techniques in public relations. By identifying an issue your customers care about, and sharing your insights into it, you can establish a reputation as an expert. Before you know it, new business can be beating a path to your door. And yet, so many businesses get thought leadership wrong. The secret is to apply four basic marketing principles. (more…)

When it emerged recently that KKR had turned to Simpson, Thacher & Bartlett to advise on its Pets at Home acquisition, rather than long-standing M&A adviser Clifford Chance, the move underlined a harsh reality for law firms: competition for clients has never been greater. New times require new thinking, so it is essential to use marketing intelligently. (more…)

Top marks to Aer Lingus for the cheekiest marketing stunt on St Patrick’s Day.  Getting 999 punters to line up in the buff to promote a new low-cost fare is certainly one way of getting your message across.  You’d think their corporate affairs fella would’ve looked slightly more excited about the whole thing! (more…)

Here’s a great little game from Lufthansa.  The challenge is to be able to find various destination cities on a map, racing against the clock.  Strangely addictive stuff and a great example of viral marketing done well.  Also rather embarrassing when you see how far off you are…