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...

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...

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...

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...

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, ...

Traits shared by the worlds strongest brands

Brand management, and more specifically, the aim of building brand equity, is now seen as the single most important challenge for CMOs and CEOs across all industry sectors. The pro...