Dave Trott's blog: Marketing isn't advertising
The author states that the advertising industry needs to see their audiences' lives and what interests them, rather than what interests the industry
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Dave Trott's blog: Why bother being different?
Dave Trott shares the evolution and packaging roots of the Coca-Cola bottle
Dave Trott's blog: Catnip for marketers
ChatGPT is the latest example of marketing behaving Gadarene swine and won't be the last says the author
Dave Trott's blog: Context=perception=reality
The author explains how one of the most important points in marketing is context
Dave Trott's blog: The War of Jenkins' Ear
Many years ago, in really boring history classes, I learned the names of lots of wars and treaties and immediately forgot all of them. But over the years, there was one name that stuck in my mind: the War of Jenkins’ Ear
Dave Trott's blog: A crap idea
With the example of toilets and pits, the author explains how a problem can be turned into an opportunity
Dave Trott's blog: Play the advantage
The author states that the advertising world, just like the referees, needs to learn the advantage rule, and start focussing on the consumers
Dave Trott's blog: Advertising as crossword clues
Advertising is often confusing, and while many believe there must be an underlying sense, the layers of meaning can be hard to decipher, says Dave Trott
Dave Trott's blog: Ceci N'est Pas Un Advert
The author explains why a lazy ad full of people dancing and laughing their heads off won’t deliver emotion
Dave Trott's blog: Who are we fooling?
With an example of tobacco companies using filters, the author asks who is brand purpose really for
Dave Trott: Junk thinking
What ad-tech and targeting did to 98-year-old Olive Cooke
A view from Dave Trott: Don't interrupt
"How about not being ashamed of advertising," asks the author
A view from Dave Trott: Content, content, content
I was recently invited to a roundtable discussion with a dozen of the most senior people in the ad business
A view from Dave Trott: Changing the game
A lesson from small town Crickhowell that has chosen to avoid paying tax the same legal way big companies are allowed to
Dave Trott's blog: Leave the woman at the river
The author urges readers to forget about a decision after making it rather than worrying about it
Dave Trott's blog: Copernican shift
The author states that the advertising industry needs a paradigm shift to see that it's not at the centre of the universe, but people are
Dave Trott's blog: The letter of the law, not the spirit of the law
The author reveals that the advertising industry has lost touch with reality and the job it is supposed to be doing
Dave Trott's blog: The security blanket of research
The author compares a 'bomb-detecting' device with advertising research
Dave Trott's blog: Kill the marketing dept
The author explains how a company's revenue went from $40m to $400m when they fired the marketing department
Dave Trott's blog: True lies
The author states how consumers have a problem with lies and being patronised
Dave Trott's blog: The answer asks the question
New questions will bring new answers, says the author
Dave Trott's blog: Write like people talk
The author states that to get a campaign going viral one needs brains, not money
Dave Trott's blog: Another glass?
The story of the man who convinced the world different types of wine deserved different glasses.
Dave Trott's blog: Data can't think
The author explains how an agency with more data and technology does not guarantee a better result
Dave Trott's blog: Winning by a whisker
The author brings out the importance of professionals listening to what ordinary people say
Dave Trott's blog: No grit, no pearl
The author counters the notion that advertising is a mutually exclusive choice between the rational and emotional
A view from Dave Trott: The trick is the treat
With a heartwarming story, the author explains why the creativity business doesn’t have to be complicated
Dave Trott's blog: Trumped up
The author explains why the real estate tycoon running for US presidency might be the 'ultimate brand'
Dave Trott's blog: Stoke controversy, don't douse it
The author reflects on merit controversies and attendant word-of-mouth
A view from Dave Trott: Winning without winning
In a two-way race, you have to go faster than the other guy or make him slower than you. You win either way, says the author
A view from Dave Trott: Jumping the shark
Ads too clever to be understood spell the death knell for advertising, says the author
A view from Dave Trott: Trump's core users
The Clinton camp should learn from Brexit and start talking to people who can be converted, says the author
A view from Dave Trott: Manufacturing a market
The author explains how before selling something, one needs to sell the need
A view from Dave Trott: Brexit and behavioural economics
We should stop surrounding ourselves with people who think like us, contends the author
A view from Dave Trott: Not everything is FMCG
Advertisers for 'Remain' forgot that the EU referendum wasn’t another brand, contends the author
Blog: Problems are there to be solved
A view from Dave Trott
Dave Trott's blog: The Budweiser Principle
The author tells us why being everybody's second choice is not necessarily a bad thing
Dave Trott's blog: When it's insane to be sane
The author cites an example of 'Confirmation Bias' from psychiatric hospitals and links it to the traditional versus digital advertising debate
Dave Trott's blog: A map isn't real life
The author suggests the right way for humans and technology to interact
Dave Trott's blog: Initiative versus obedience
The author explains why we should encourage real creativity instead of just paying it lip service
Dave Trott's blog: Targeting versus signalling
The author brings out the importance of 'context' and explains how brands ignore that on digital
Dave Trott's blog: Backfire
The author explains how Obama managed to sell more guns than Trump
Dave Trott's blog: Move the problem up the list
The author explains what one can do to change the perspective and make something unimportant very important.
Dave Trott's blog: A load of bull
The author explains why Arturo Di Modica, the artist behind the 'bull' on Wall Street, hates the recently installed 'Fearless Girl' bronze statue
Dave Trott's blog: Uber alles
The author explains why he always advocates to clients that the very best advertising will be a campaign that the competition will try to get banned.
Dave Trott's blog: A good mnemonic always wins
But you have to make sure your mnemonic can’t be changed into a better mnemonic by the competition, says the author
Dave Trott's blog: Solve the business problem
Starting with the business problem forces us to come at the situation out of a question rather than an answer, explains the author
Dave Trott's blog: Programmatic myopia
The author welcomes readers to the world of big data and programmatic and explains how it's making us more ignorant
Dave Trott's blog: Idiots' guide to technology
The author explains why you can’t replace brains with technology with an example
Dave Trott's blog: Have it crop up as an opportunity
The author explains how Theodore Roosevelt's team got a photographer to pay for a picture, they would have to purchase for $3 million
Dave Trott's blog: Disruption is reinventing the wheel
That's the only way one can be creative says the author
Dave Trott's blog: Calling the play
The author explains how it’s never just about understanding the job, but it’s about understanding people
A view from Dave Trott: Fear-free marketing
The author narrates a courageous tale of going against marketing wisdom
A view from Dave Trott: Think even bigger
Media isn’t about number of impressions, says the author, but the power of the impression you make
Dave Trott: What will you remember tomorrow?
The author says simplify whatever you want to say, until you are embarrassed at how simple it is
Dave Trott: Sometimes the best thing to say is no
Sometimes the most powerful thing we can do is say no, says the author
A view from Dave Trott: People don't miss what they never had
"Life, Liberty, and the pursuit of Happiness" is one of the most famous phrases in the English language
A view from Dave Trott: Common sense beats brains
The author underlines the need speak with consumers in a language they understand
A view from Dave Trott: Pay it forward
Everybody wins when you set up the game right, says the author, with example of a pizza shop called Rosa's
Dave Trott: SINE QUA NON
The author breaks down Maslow's hierarchy of needs to differentiate between the role of creative vs. marketing
Dave Trott's blog: We believe what's interesting
Why the world believed one double Nobel winner over every other scientist
Dave Trott's blog: Secret drinker
If you control the belief, you control the reality, contends the author
A view from Dave Trott: Clue tip
The author underlines the need to question seemingly scientific hypotheses
A view from Dave Trott: Close enough is good enough
Can you spot the difference between these two?
Dave Trott: Outside The Bubble
The author talks about ‘bad marketing’, using the example of Winston Churchill and the Great War
A view from Dave Trott: How could Harvard be beaten by a team of convicts?
Recently, a debating team from Harvard University were beaten by a debating team from prison
Dave Trott's blog: Mansplaining
The author explains why men are on ‘broadcast’, while women are on ‘receive’
Dave Trott: Remember Advertising?
The author offers proof that hard-hitting product-based advertising is not incompatible with brand building
Dave Trott: The difference between living and surviving
The author explains why work done by the Arrels Foundation solves more than one problem for the homeless
Predatory thinking in space
Dave Trott looks at how the Russian ‘space team’, with hardly any resources, took market share from the brand leader
A view from Dave Trott: A creative disaster
The author explains how Project Rubicon, which has over 35,000 ex-soldiers as members, helps them as much as those they bring relief to
Dave Trott: How the mind sees what it sees
A picture is not what it means, but what it is interpreted as - it's all in the mind, argues the author
Dave Trott: BE DANGEROUS
The author explains its importance, with example of a 'rock and roll opera' that became Who
Dave Trott: Are you marketing ready?
With the example of 'protein powder', the author explains 'smart marketing'
Dave Trott: Reading sets you free
The problem with all prisons worldwide is overcrowding
Dave Trott: A brand to bank on
How Amadeo Gianni conceived Bank of Italy, the Visa story, and lessons therein
Dave Trott: A rose, by any other name
Have you ever wondered why Bank Holidays are called that?
Dave Trott: Don't overthink it
Advertising isn't marketing but the voice of marketing... and most advertising people don't know that, contends the author
Creativity and Discipline
Discipline isn’t the enemy of creativity – it makes creativity happen, says the author
Dave Trott on David Abbott: WRITER WITH A CAP W
My favourite David Abbott story is about the Economist campaign.
Dave Trott's Blog: Everything old is new again
Dave Trott is executive creative director at CST The Gate, UK
Dave Trott's Blog: One way idea is a game changer
The story of the game changing one-way trailer rental business
Dave Trott's Blog: The fundamental law of selling
Dave Trott, executive creative director, CST The Gate, explains the fundamental law of selling through a captivating historical anecdote
Dave Trott’s blog: What Posh Spice can teach us about marketing
Alex Ferguson understands football, but Victoria Beckham understands marketing a brand, says the author
Dave Trott’s blog: If an ad runs in the forest and there's no one to hear it...
The author says that to get someone’s attention, you have to interrupt them - entertainingly. Because good ads work, bad ads don’t - whether on TV, radio, posters, press, Facebook, YouTube or Twitter.
Dave Trott's blog: Marketing begins with the market
‘Stop counting teaspoons and begin to cook’ - and other lessons from an anti-recipe cookbook