Keith Browning

Posts by Keith Browning

  • What great movie characters teach marketers about distinctiveness

    What great movie characters teach marketers about distinctiveness

    April 29, 2020

    Here’s some food-for-thought for marketers sheltering at home with their favourite films: have you ever noticed how the most memorable movie characters have a lot in common with the most successful brands? I saw this great film the other day, but I can’t remember the name of it. It was about this character, perhaps you’ve heard of him? He was British. Smartly...

  • The experiment that proves the value of stories

    The experiment that proves the value of stories

    December 10, 2019

    In early 2009, two men in their early forties set off around the thrift stores and flea markets of New York City, looking for junk. They acquired 100 pieces of what might best be described as, “tat.” These were the types of objects that you could find in anyone’s dusty attic, at the back of anyone’s kitchen drawer, or down the back of anyone’s sofa. Their only...

  • Winning with weakness

    Winning with weakness

    September 2, 2019

    Why would a low-budget airline happily publicise the fact that it refuses to let passengers reserve seats, gives them little legroom and is shrinking the amount of hand baggage they can take? What kind of fast food marketer pays to remind people that their chicken-serving brand recently ran out of chicken? And why would one of the world’s largest car rental...

  • Content or context: which matters more?

    Content or context: which matters more?

    October 25, 2018

    At 7.51am on Friday January 12, 2007, a man in an ill-fitting jumper and baseball cap made his nondescript way to a grimy corner of...