IDEAS WORTH APPLYING

innovation starts with lateral thinking

These articles explore, in depth, the significant marketing issues of our time, providing, a unique perspective and practical insights. Issues are addressed objectively and critically, applying lateral thinking to produce outcomes that can help all enterprises drive costs down and performance up – in other words win.

A new IDEA is published each month and emailed to members of the network.

These articles explore, in depth, the significant marketing issues of our time, providing, a unique perspective and practical insights. Issues are addressed objectively and critically, applying lateral thinking to produce outcomes that can help all enterprises drive costs down and performance up – in other words win.

A new IDEA is published each month and emailed to members of the network.

 Members of the D. John Carlson Strategic Advisory network are eligible for a range of benefits  JOIN US

Fully leverage the post COVID 19 world

Friday, June 19, 2020

IDEA 19 PROPOSITION COVID-19 has irrevocably changed our lives. While some aspects ...

Embrace the science of consumer decision making

Monday, June 1, 2020

IDEA 18 PROPOSITION I have written extensively about the irrational behaviour of ...

Make your competitors irrelevant

Monday, April 27, 2020

PROPOSITION Co-founder of Pay Pal, Peter Theil suggests that – ‘competition ...

Personal engagement – the key to marketing and business success

Monday, March 30, 2020

Despite the experiences we all have that suggest otherwise, customers ...

Marketing is behaviour management and at the heart of behaviour management is psychology

Monday, March 2, 2020

One of the biggest misconceptions in business is that marketing ...

PRICE IS TOO IMPORTANT TO BE LEFT TO BEAN COUNTERS

Thursday, November 14, 2019

IDEA 14 I have written many times about the dangers of ...

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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