Tag Archives Marketing Strategy

CUTTING TO THE CHASE

At a recent luncheon I was asked – ‘What do you do?’ I responded – ‘Among other things I consult in marketing and communication’ The retort was – ‘That could mean anything! What do you actually do?’ Initially irritated, it then occurred to me that this is a very good question. Indeed, it is an important question. It ...

FRANCIS – THE ULTIMATE BRAND CHAMPION

A friend suggested to me the other day that that Catholicism has nothing to offer the world. I disagree. Setting aside the issues being addressed at Royal Commission and all the numerous crimes against humanity this organisation has inflicted in the world, it also serves three useful purposes. It gives many thousands of people a great deal of ...

THE DEATH OF BRAND LOYALTY

I have been involved in a number of conversations lately during which declining brand loyalty has been commented on and often, lamented. There certainly seems to be a view that brand loyalty is, at best in decline, and at worst, on its last legs. Reflecting on these conversations, I have found myself musing over three questions; Is ...

THE PRICE OF CREDIBILITY

Now I am not a handyman and I am not into hardware, but I have been watching with some interest the brewing battle between Bunnings and Masters. The fight for market share will no doubt be intense and I would suggest that the final outcome is less than clear. My sense is that Masters will grow at ...

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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