GREAT MARKETERS IN 2022 – UNDERSTAND THAT MARKETING IS ALL ABOUT PSYCHOLOGY, NOT CREATIVITY.

Advertising agencies pride themselves in their 'creativity.' Without even taking the trouble to define 'creativity', most advertising ...

GREAT MARKETERS IN 2022 – RATHER THAN CLAIMING TO BE CUSTOMER-CENTRIC – ARE CUSTOMER-CENTRIC.

Marketing texts and gurus talk a great deal about the importance of a customer-centric approach to marketing ...

GREAT MARKETERS IN 2022 – WORK WITH, RATHER THAN DICTATING TO THEIR MARKET.

Founded in 1886, The Coca-Cola Company is today the world's largest soft drink manufacturer. Demonstrating its power ...

GREAT MARKETERS IN 2022 – KNOW THAT ESG IS JUST ANOTHER SET OF INITIALS.

I will never cease to be amazed by the human pursuit of silver bullets. While the concept ...

GREAT B2B MARKETERS IN 2022 – UNDERSTAND THAT BUSINESS DEVELOPMENT IS NOT ALL ABOUT NEW CLIENTS

If you search business development on the internet, you will find that most of the references and ...

GREAT MARKETERS IN 2022 – ESTABLISH THEIR OWN TRIBE.

Much has been written about the growing divide between right and left – progressives and conservatives – ...

GREAT MARKETERS IN 2022 – PERCEPTION IS EVERYTHING – AND NEED NOT REFLECT REALITY.

I have written in previous articles about the difference between an organisation's or, indeed, individuals, optimum and ...

GREAT MARKETERS IN 2022 – EMBRACE THE POTENTIAL OF LIFETIME VALUE.

While advertising and promotion, more generally, can help build value into a brand, its primary role, in ...

GREAT MARKETERS IN 2022 – UNDERSTAND THE LIMITATIONS OF EDUCATION, VIRUSES, AND INFLUENCERS.

Myths are pervasive in marketing. Three big myths that seem to be doing the rounds over recent ...

GREAT MARKETERS IN 2022 – KNOW THAT CONSUMERS DON’T KNOW WHAT THEY WANT.

It may sound absurd, but no matter how much they might think they do, consumers don’t know ...

GREAT MARKETERS IN 2022 – BUILD THEIR BRAND WITH PEOPLE – NOT GURUS.

Few subjects are discussed more and misunderstood more that ‘brand’ and ‘branding.’  These terms can of course, ...

GREAT MARKETERS IN 2022 – BUILD THEIR BRAND WITH PEOPLE – NOT GURUS.

Few subjects are discussed more and misunderstood more that ‘brand’ and ‘branding.’  These terms can of course, ...

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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