How we think
& feel about marketing
John Rose's Blog

Think Strategy before tactics

Another common mistake in marketing is to fall in love with an idea that does not adhere to our brand strategy. The fact is, it’s easier to come up with a one-off advertising or brand communication than it is to develop long-life campaigns that are born out of a strategic vision. However, brands that follow a string of tactics rather than a consistent, rock solid strategy sacrifice long term brand maturation for short-term interest spikes. In writing, we say we have to be prepared to “kill our darlings”, which means we have to be ready to edit out great characters or scenes because they don't fit our story. The same is true with marketing. We have to be ready to kill our favorite ideas if they don't fit our brand.

Rose30: Thirty marketing truths from our first thirty years

Marketing is like sex. Everybody thinks they’re good at it. But how is great marketing created? We may know what it looks like when it’s successful, but very few of us can actually make it happen. There are no hard and fast rules that we can follow to ensure marketing success for our brands; no formula for capturing that magic spark that ignites universal passion and admiration for a brand. So how do we do it?

We have uncovered many “truths” about marketing and creativity in our first thirty years in business and twenty-five years in Russia. And we have published thirty of them in an e-book entitled Rose30. You no doubt have heard some of these tips before. But sometimes a BGO (Blinding Glimpse of the Obvious) can be useful to uncover practical insights into how to conjure the ideas and inspire the people that make great marketing. We will be posting these truths over the coming weeks. Or you can download Rose30 now at:

How Innovation Becomes Great Marketing

I read recently in the Wall Street Journal about how Amazon wants to ship your package before you buy it. You read that correctly. BEFORE you buy it. Using the incredible wealth of data it has gathered from more than 100 million customers and billions of transactions, Amazon has developed a process that would allow it to ship items that they “think” their customers may want to buy.

The retailer has acquired a patent for “anticipatory shipping,” a method for delivering packages even before customers click “buy.” They do this by looking at previous orders, product searches, wish lists, shopping-cart contents, returns and even how long an Internet user’s cursor hovers over an item. They then ship flagged items to local hubs, ready to be delivered immediately when customers actually buy them.

Read full article