The game is up and I’ve got a confession to make. I’m not qualified in Marketing. I have never been to an academic lecture on marketing, never studied it into the wee small hours under the harsh glare of an anglepoise lamp and have never achieved...
It’s fashionable these days to talk about the importance of being a strong ‘employer brand.’ But as is the case with most concepts of this ilk, it’s really just a new term for applying basic common sense to the practice of running a successful business....
In the digital age, it has almost become expected that brands develop an ‘higher purpose’ engagement strategy that seeks to connect with an audiences at an emotionally extended level. P&G champion the role of mothers in society. Dove celebrate femininity coming in all shapes and sizes. Lynx helps...
In case you hadn’t noticed podcasts are going through an incredible renaissance at the moment. Nowhere is this more is this more apparent than in the business world where those listening increased by over 11% in just the last twelve months. It’s interesting therefore to look...
When meeting potential clients for the first time, I always explain that the work that I do is based on one simple objective – increasing sales by developing robust brand positioning strategies. In past years this would often lead to a comment like “So you do...
With a career in Marketing spanning 30+ years and the silver hair to prove it, I’ve been fortunate enough to work with a great many companies, who the majority of us would regard as highly successful brands. As well as having a strong sense of the...
Marketing plays a huge role in building businesses, driving profits and boosting the wider economy. As an industry however, it isn’t credited as much as it might be with CEOs who are often more than happy to take the credit when sales and market share...
I was talking to someone the other day and they let slip an interesting little nugget of fuzzy logic. “It must be hard for you get to get creative work these days, after all it is a young person’s game.” After a moment or two of...
Packaging has always been an important weapon in a brand’s arsenal, but more than ever before it has a stronger role because of fundamental shifts in consumer behaviour. With seven out of ten purchasing decisions taken in-store, packaging unquestionably influences product selection. But increasingly food and...