Benefits of brand management

5 reasons to invest in brand management

From providing resilience during a recession to enhancing recruitment efforts, reducing price sensitivity to building brand equity, well managed brands deliver value far beyond grow...

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Spot a bad marketing consultant

How to spot a bad marketing consultant

Unfortunately, there are more bad marketing consultants than good ones, and for business owners or in-house marketers looking for strategic input, spotting the difference between th...

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Why hire a brand consultant

Reasons to hire a brand strategy consultant

I’m often asked, “How can you add value to our marketing?” My answer is always the same, if your planning can accurately answer these questions, you probably don’t need a brand stra...

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Brand strategy not tactics

Stop confusing tactics for brand strategy

I really don’t want to write this article, but I feel compelled to address the elephant in the room which continually seems to rear its head in the marketing industry. Through pers...

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Distinctive brand assets

Brand distinctiveness before differentiation

Too many business owners and marketers are pre-occupied with finding, or fudging, points of difference for their product or service, instead of first considering how to utilise dist...

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Why brands should invest in a recession

Why brands should invest during a recession

The Institute of Practitioners in Advertising recently placed an advert in the FT challenging businesses not to cut their marketing spend during the inevitable impending recession, ...

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