The Step Change Blog

Jeff Cooper likes to get around. And he doesn't mind getting his wallet out if it means he can do it in style.

The Sanitarium brand wasn't as well known as some individual product brands. Find out here how predatory marketing was applied to share their brand values.

Bundy Red needed a core message that wouldn't cannibalise the Bundy Yellow market. Find out here how predatory marketing was applied to this scenario.

How do you compete with a brand that took top-end beauty products mainstream? Find out how you can strike at the weaknesses that arise from this strength.

What's unique about the Super Bowl as a showcase for advertising is its sheer scale. It isn't just an NFL final, it's the grand final of the advertising world.

With trends, there are either opportunities or threats and you can work with them or against them. Find out how to work with trends for greater advantage here:

The Australian, the leading national news brand, effectively forced their readers to form their own opinion on a subject using predatory marketing techniques.

What drives customer behaviour? Learn how vertical and horizontal disruption can offer opportunities to grow your market share.

Jeff Cooper thinks a leggy, plastic blonde could inspire a revival of those hot creative ideas languishing in drawers all over the country.

Having a broader view of your competitive environment can throw out different challenges that you can turn into opportunities. Find out how here:

Jeff Cooper remembers his inner cool teenager as he ponders the irony of smoking in the face of meteoric cigarette tax hikes and ugly packaging.

Nakula, small player in the coconut water industry, positioned themselves in the marketplace to overcome the big guys, like Nudie. How did they do it?

Don’t get us wrong, McDonald’s are brilliant marketers but they often do chicken ads where everybody goes, “yeah I fancy chicken” - then they go to KFC. Why?

People who say competitive advertising does not work obviously have not seen the worlds most loved brand in action.

Can you be too persuasive? Is it time to turn the persuasion off, create a safe environment for healthy conflict, and take a few home truths on the chin?

Why is client satisfaction so low? Are agencies trying hard enough to address the pain points? Jeff Cooper shares dinosaur sized insights here:

Is your advertising pitch based on a lie you've told yourself over and over again? It's time to be honest so that you can start asking the dumb questions.

If you are going into business get focussed. Hire for quality rather than role then invest in the culture you want to create. Are you ready to take the risk?

Greed may or may not be good, but it's not going anywhere. Despite the wonders of technology, creativity is still the key to making a mint.

Get ahead of the pack and consider these 5 simple tips for your web design to help stop your potential customers from clicking through to your competitors.

A Comms degree to learn the Copywriting trade is fine but maybe it would be better to sample different types of writing and get some real life experience first?

We hire the crazy ones! People who don't quite fit the mould. Find out about our leverage to grow model here.

We're always experimenting to create a fun place to work, and an awesome environment to invite our clients to. Here are some fun things to keep an eye out for.

Taking short cuts when it comes to writing can be a serious mistake which can end up making your business come across as stuffy or too difficult to work with.

Why are clients so reluctant to heed brand advice from agencies? Is it because business, marketing and innovation aren't working together with equal importance?

How do you increase office productivity? Well it might not be sustainable but we thought that a massive gummy bear might charge up your troops for a while.

Most of you are just a little cranky that it rained this morning, that your toast burned, that you let that deadline slip your mind… am I right?

The Step Change Marketing team will be live on stage running Stump The Strategist at the upcoming ARPA National Conference. Details here:

Are you a classy predator? In a dog-eat-dog market we need to be predatory with our competitors, but the best way to do it is with elegance, class and dignity.

When we started Step Change Marketing, we broke all the rules. We hired somebody who had no track record and more issues than a New Idea magazine! It paid off.