Market segmentation

Market segmentation has become a forgotten skill for marketers.

Over the last few years I’ve helped dozens of SME brands with their strategic planning but I can count on one hand how many of these brands had good market segmentation, and that’s ...

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Rebrand alternative strategic options

Rebranding has become a dangerous, misunderstood, go-to phrase.

Almost every day I read an article about a ‘rebranding’ project, only to discover it’s not a rebrand project after all, and that the driving forces identified, needed a different br...

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Common brand strategy failures for SMEs

The 5 most common brand strategy failures for SME’s

From providing resilience during a recession to enhancing recruitment efforts, reducing price sensitivity to building brand equity, good brand strategy delivers long term value far ...

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Ethnography resarch for brand strategy

Ethnography? What is it and why you should be using it!

Ethnography originates from the Greek word éthnos meaning folk or people. Through a brand management lens, it’s a qualitative research strategy for gathering behavioural insights ar...

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BrandPRO Moon and Mojo SPI

BrandPRO strategy simulator to help marketers perfect their strategic decision-making skills.

With the launch of our BrandPRO brand strategy simulator, we’re on a mission to harness the power of ‘experiential learning’ with a view to helping marketing and brand professionals...

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Distinctive brand assets

Strapline, slogan, or tagline. Whatever you call it, use it as a distinctive brand asset.

Too many marketers are guilty of overlooking the diamonds at their feet. In this case, ignoring the use of their strapline as a potential distinctive brand asset. Distinctive brand...

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