communication – connection – community

The Future of Marketing INSIGHT When I discuss the successful practices of large and successful corporations with SMEs, I all too often get a response along the lines of – ‘We would do that too, if we were as big as Apple’, suggesting that best practice is the preserve of businesses that can afford it. […]

The Future of Marketing INSIGHT When I discuss the successful practices of large and successful corporations with SMEs, I all too often get a response along the lines of – ‘We would do that too, if we were as big as Apple’, suggesting that best practice is the preserve of businesses that can afford it. The fact is, however, that rather than Apple behaving as it does because it is successful – it is successful because it behaves as it does. The practices I highlight are the cause of the success these businesses enjoy. They have been behaving as they do, in most cases since day one, when they were very small indeed – often operating out of the proverbial garage. There is a great deal of merit in looking at these highly successful corporations and determining what we can learn from the success they have enjoyed. There is real…

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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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