Run with Foxes. Paul Dervan

      

      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

       Contents

       About the Author

       Preface

       1

       I didn’t wear a seat belt

       2

       We are hedgehogs

       3

       A hedgehog that believes in being a fox

       4

       The first thing I’d do

       5

       Differentiate, or die trying

       6

       Serial killer

       7

       “Only a desperate, insecure idiot would buy a Vespa these days.” (I own two)

       8

       I’m breaking up with Tesco

       9

       Loyal. Just not faithful

       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 wrong. Damn

       36

       No wins this quarter. Again

       37

       Bake failure into the process

       38

       All generalisations are false. Including this one

       39

       The first draft of anything is shit

       40

       Seek out people who don’t like your work

       41

       They are not rules

       42

       The memory-making business

       43

       I’ve killed a hell of a lot of people to get to this point

       Publishing details

About the Author

      Paul Dervan currently consults with marketing teams on their decision-making. Previously he was the Global Brand Director at Indeed, the world’s largest and fastest growing job site, with over 250 million visitors every month. There, he was tasked with