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Insights & Angles

Writing on brand, marketing, communication and growth. Questioning the expected, chasing the new, creating what changes perception. Vamos!

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September One campaign is not enough. One campaign is not enough. Not even if it's f**king brilliant.
August Love me, love. I'd almost put money on this one: nobody falls in love on command. People don't believe you when you tell them to believe. Gambling marketing is being rethought everywhere right now, fast.
June Did you buy the media barn empty? Legs first up the tree is a strategy too. The ideal order is roughly this. Goals on paper, brand strategy into planning or review, then media selections and purchases accordingly, then a brief for the creative team.
May Brand Development. Is. Not. The. Ad. Agency's. Responsibility. The previous post talked about when s*it hits the fan. This one is about brand responsibility — and who holds it when that happens.
May In 360° event marketing, the biggest audience isn't "in da house". Sounds like a paradox. It's a strategy. When Red Bull drops a man from the stratosphere, there's a handful of people at the venue.
April CRM & Loyalty Programs Can Be Copied. A Brand Cannot. Many gambling operators entering the market fear one thing above all else: that existing operators already have massive databases of Finnish players and years of history with Finnish audiences from the period when the monopoly first began to leak.
April Growth Comes From Competitors. Not New Players. This sounds obvious, yet in Finland it is still treated like an uncomfortable side note. When a new gambling operator enters Finland, its growth depends on redistribution.
March You can fool yourself but cannot fool the new audience Gambling companies love to believe the product will sell itself. Or that a generic campaign from London or Stockholm will do the job. Or that the brand can wait until later.
February Advertising doesn't make people play. But it can influence where they choose to play and stay. Customer loyalty in the gambling industry is notoriously low and gambling companies have themselves to blame.
January Why don't people love me even they know me? Brand awareness vs. Brand preference. There's a trap hidden in plain sight. Brand awareness is essential in marketing, but it's not the driver that leads to the actual goal.
December The Biggest Threat to Finland's New Gambling Market Isn't Marketing. It's Bad Marketing. At this week's gambling reform market entry webinar, marketing finally got its turn on stage.
November Don't talk to strangers. Cause they only here to do you harm. Ronnie James Dio's classic song is a playful reminder: appearances can be deceiving. A smile may look genuine, but it doesn't mean you can trust what's behind it.
October Not more player. Just more share. True or false? What if the real game isn't about more players, but about shifting market share?
August When s*it hits the fan In 2027, Finland's gambling market will undergo a transformation. International operators will take over the field, promising a boost to the marketing industry. Or will they?