Run With Foxes
Make better marketing decisions
Paul Dervan
Thank you to my beautiful and wonderfully patient wife Marta. And also to my mum for putting up with talk of foxes and hedgehogs for the past year. To my brilliant twin boys, Alex and Max – my genuine hope is that you grow up to be foxes, like your grandad.
Contents
A hedgehog that believes in being a fox
“Only a desperate, insecure idiot would buy a Vespa these days.” (I own two)
10
I’m just not going to buy six large coffees a day
11
Good enough
12
Firstly, Paul, that’s not even legal
13
When we needed less efficiency
14
Thieves
15
The surest way to lose your budget
16
Brand marketers have a brand problem
17
So brand campaigns sell. Who knew, eh?
18
We need to eat today
19
A rather unfortunate truth
20
What we carry in our heads
21
What is brand salience, anyway?
22
Not just the pipes
23
My narrative fallacy
24
Perhaps we do buy from clowns
25
Spectacularly untargeted
26
I wish my son had cancer
27
Swing for the fences occasionally
28
There was fear in the room
29
So we made a TV ad in Japanese, for Ireland
30
We need to talk about monkeys
31
Paul, you know that’s not a test, right?
32
Must we grab their attention?
33
Sciency marketing
34
Teenagers don’t talk on the phone. They text. Right?
35
My hunch was
