FIVE STRATEGIES FOR IDENTIFYING THE OPTIMUM BRAND.

Bring the customer to life. Identify a sustainable point of difference. Create brand–customer alignment. Define the brand DNA. Document a brand ...

FIVE STRATEGIES FOR DEVELOPING THE OPTIMUM CUSTOMER EXPERIENCE.

  The touchpoints. Be remarkable Manage emotions. Create insiders Personalisation    CUSTOMER-CENTRIC MARKETING To be ethical, marketing and business more generally must be customer-centric. There ...

FIVE STRATEGIES FOR DEVELOPING THE OPTIMUM PRICING STRATEGY

  Supply and demand. Selling and buying. Outputs and inputs. Context and anchors. Psychology and behaviour.   CUSTOMER-CENTRIC MARKETING To be ethical, marketing must be ...

FIVE STRATEGIES FOR DEVELOPING THE OPTIMUM PRODUCT

  Co-creation. Balance. Differentiation. Continuous improvement. Add value.   CUSTOMER-CENTRIC MARKETING To be ethical, marketing must be customer-centric. For a business to be ethical, the ...

FIVE STRATEGIES FOR LEVERAGING THE OPTIMUM TARGET MARKET

  Review the priorities. Segment the market. Understand the market. Identify the opportunities. Review the mindset.   CUSTOMER-CENTRIC MARKETING To be ethical, marketing must be ...

FIVE STRATEGIES FOR MAXIMISING REFERRAL RATES.

  Be remarkable. Establish trust. Engage customers. Ask the question. Offer incentives. PHILOSOPHY Referrals are not only central to maximising the lifetime value of ...

FIVE STRATEGIES FOR MAXIMISING REPEAT BUSINESS RATES.

  Exceed Expectations.  Develop family. Brand identification. Reinforce satisfaction. Offer incentives.    PHILOSOPHY Maximising repeat business rates is not only central to maximising the lifetime ...

FIVE STRATEGIES FOR MAXIMISING MARGINS.

  Automation. Elimination. Value. Differentiation. Psychology.    PHILOSOPHY Maximising margins is central to maximising the lifetime value of each customer. Investing in attracting and converting ...

FIVE STRATEGIES FOR MAXIMISING THE AVERAGE SALE.

Calculate, monitor, respond. Prioritise, train, incentives. Engaging, listening, asking. Goods, services, bundles. Pricing, offering, financing. PHILOSOPHY  It is surely absurd when a customer ...

FIVE STRATEGIES FOR MAXIMISING CONVERSION RATES.

The magnet. The journey The person. Shared values. No barriers.   PHILOSOPHY I have written at length about the importance of customer lifetime ...

FIVE COMMUNICATION STRATEGIES THAT WILL REDUCE WASTE.

  Communication and community. Objectives and measurement. Understand and embrace. Target and personalise. Messaging and consistency. PHILOSOPHY ON COMMUNICATION In my experience, few businesses ...

FIVE STRATEGIES FOR DEVELOPING A BRAND STORY.

  Hero and guide. Problem and solution. Success and celebration. Beliefs and values. Emotion and connection.   PHILOSOPHY ON STORY TELLING I have never been ...

Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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