five strategies for using price to maximise returns

Focus on value. Focus on context. Focus on emotions. Prioritise differentiation. Embrace psychology.   Price is one of the most important issues in marketing. It has a direct impact on short-term, medium-term, and long-term profitability. Arguably, price is also the most misunderstood of the four ‘Ps’ of marketing. Price is rarely approached strategically, and even…

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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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