‘People don’t do what they believe in, they do what’s convenient, then they repent’. Bob Dylan – ‘Brownsville Girl’ The vast amount of information we’re exposed to in our daily lives dictates that most of the decisions we make are sub-conscious. We’re hard wired to automatically choose the path of least resistance. And then post-rationalise, […]
About Gordon Carmichael
Gordon is an entrepreneur with a passion for all things Italian and more guitars than he really needs, though none are Italian. Just as well.
Having built up and sold previous businesses, he bought Key Parker in 2006 and merged it with his digital communications business to create a fully integrated marketing services agency.
Day to day, Gordon plots our course and ensures the whole crew is working efficiently. As Commander of our nimble craft he’s worked with and transformed numerous clients including bcg, CEMEX, FedEx, Plumb Center, ReadSoft, Saniflo, Toyota, TNT and Volkswagen Group.
Entries by Gordon Carmichael
Considering a purchase, researching our options, choosing a brand, listening to other users feedback and making the eventual purchase is what marketers call the customer journey. But all we’re really interested in is the destination. Making the path to eventual purchase as simple and efficient as possible. Eliminating any unnecessary steps or friction points along […]
We’re very good at adding complexity to our lives, and to our businesses. We think by doing more things, we’ll get to our required destination. But often, it takes us further away. When Bill Clinton ran for the US presidency in 1992 he was the clear outsider. George H. W. Bush was considered unbeatable because […]
Behavioural research confirms that the vast majority of people are generally risk-averse. This comes from our fear of loss. We are happy when we gain, but twice as unhappy when we lose. So why risk it? We tend to look for safer options that reflect our view of ‘how things should be’. Psychologists call this the ‘confirmation […]
Marketing and branding rely heavily on mental flags and signals. The first imperative of branding is to make people’s purchasing decisions easy. And because of the habitual nature of human behaviour, we rely on mental shortcuts, or heuristics, when making those purchasing decisions. The effect of which is we assign greater importance to things that have […]
Our latest client addition is bcg who are one of the biggest suppliers and distributors of plumbing, heating, kitchen and bathroom products in the UK. Owned by the giant merchant supplier Wolseley, bcg specialise in the independent merchant and retailer sector and have appointed Key Parker to develop their brand strategy and all of their […]
Social media for most businesses has evolved from the perceived requirement that a Facebook page and Twitter account are mandatory, just to ‘keep up’, into a realisation that it is so much more than a channel. It is a strategy that should be ever present in every aspect of marketing. So why then do we […]
Where does our responsibility begin and end in this age of austerity and tighter budgets? 35 major western brands used the factory that collapsed last week in Bangladesh. The death toll currently stands at 386 but will rise as bodies are still being pulled from the rubble. After cracks had been discovered in the building’s […]
Key Parker picked up the trophy and bubbly last night as winners of the ‘best use of advertising’ category at the Chartered Institute of Marketing’s annual Construction Marketing Awards. The prestigious event, held at the Radisson Blu hotel in Portman Square, was hotly contested in all categories with a record number of entries this year. […]
We may be 40 years old this year, but over the last 18 months Key Parker has undergone a bit of a reshuffle. Although, on reflection, its been more of a reinvention. New senior management, new staff, new clients, new thinking and a brand new website (it’s taken a while, perhaps a case of the […]
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The human brain is made up of four cortices and two hemispheres – left and right. It is generally thought that the left hemisphere processes information logically and sequentially whilst the right processes information intuitively, holistically and randomly. Everybody uses both parts of their brain; however, in the same way we have a dominant hand, […]
In all aspects of our daily lives we are presented with choices. Perhaps too many choices? It is logical to think that choice is good and that the more choices we have the better our lives will be. And, whilst some choice is almost always better than none, too much choice can clutter our thinking […]
The art of good customer service is about knowing what your customers’ wants and needs are before they do. Allow us a comic example: there’s a scene in ‘Coming to America’ where Eddie Murphy asks a waiter in a restaurant to taste his soup.