BackAt a recent luncheon I was asked – ‘What do you do?’ I responded – ‘Among other things I consult in marketing and communication’ The retort was – ‘That could mean anything! What do you actually do?’ Initially irritated, it then occurred to me that this is a very good question. Indeed, it is an important question. It ...
WHEN IS BRANDING BULLSHIT???
When Is Branding Bullshit? Most of the time!!! Branding is amongst the most powerful tools available to a marketer. Branding has the potential to impact not just on profitability but also on the value of the business, on a level, to an extent and in a way that nothing else can. But – in 9 cases out ...
FRANCIS – THE ULTIMATE BRAND CHAMPION
A friend suggested to me the other day that that Catholicism has nothing to offer the world. I disagree. Setting aside the issues being addressed at Royal Commission and all the numerous crimes against humanity this organisation has inflicted in the world, it also serves three useful purposes. It gives many thousands of people a great deal of ...
THE DEATH OF BRAND LOYALTY
I have been involved in a number of conversations lately during which declining brand loyalty has been commented on and often, lamented. There certainly seems to be a view that brand loyalty is, at best in decline, and at worst, on its last legs. Reflecting on these conversations, I have found myself musing over three questions; Is ...
THE PRICE OF CREDIBILITY
Now I am not a handyman and I am not into hardware, but I have been watching with some interest the brewing battle between Bunnings and Masters. The fight for market share will no doubt be intense and I would suggest that the final outcome is less than clear. My sense is that Masters will grow at ...
