ChatGPT, Claude, DeepSeek or Copilot?
Excerpt from the Marketing Mix Interview with Mary Kemp. What is the state of the industry now? OpenAI has dominated the market, giving it significant influence. However, the emergence of platforms like DeepSeek has been a game-changer, shaking up the industry. While OpenAI currently has a near-monopoly, I don’t expect that to last, and I […]
Mary Kemp, Founder at AI Potential
The American businessman Jack Welch used to say: “Change before you have to.” Welch passed away a few years before ChatGPT changed everything, but his words resonate more today than when he was alive. Mary and Gareth Kemp did exactly as he suggested when they realised just how big a change was coming. When they […]
Jen Bayford, Co-Founder of Growth Animals
When Jen Bayford and Chris Thornhill set up the Growth Animals marketing agency in 2020, they were determined that their business would be a force for good. To ensure they had an ethical structure, they immediately registered for B Corp Certification (now completed). The natural theme runs through all they do. Their branding and strategy […]
Bill Wallsgrove: What is Branding?
Excerpt from the Marketing Mix Interview with Bill Wallsgrove There’s a misconception that branding is just part of the Marketing Mix. It’s not. Branding comes first. Think about where the term “branding” comes from. It originates from Old Norse, where cattle were marked with a hot iron to signify ownership. To understand the difference, we […]
Bill Wallsgrove: My Favourite Campaigns
Excerpt from the Marketing Mix Interview with Bill Wallsgrove Are there any branding campaigns you’ve been particularly impressed by? A few stand out for different reasons. From an advertising perspective, I always thought The Economist’s red poster campaign was brilliant. It was minimalist, witty, and clever – just red backgrounds with bold white text, relying […]
Bill Wallsgrove on AI
Excerpt from the Marketing Mix Interview with Bill Wallsgrove AI is already changing the game, but it’s still in its Wild West phase. AI will revolutionise branding, marketing, and creativity – but the brands that succeed will be the ones that balance efficiency with authenticity. It’s brilliant for speeding up the creative process. I use […]
Bill Wallsgrove, Brandad.
Marketing has seemingly become dominated by algorithms and the constant search for the next new thing. The common assumption is that only the young can keep up with the latest trends. So, can age be a barrier? Not for Bill Wallsgrove. His branding consultancy, Brandad, isn’t just a clever name, it’s a nod to the […]