Market orientation for brands

Marketers must avoid taking shortcuts with market orientation.

I recently started a consultancy job for an international client. On day one of the project, the client proudly presented me with some research findings which they referred to as ‘a...

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Brand strategy healthcheck

Give your brand strategy a health check audit

When you’re immersed in the day-to-day operations of your brand, it’s hard to keep in perspective all the brand management parts which impact the whole. This is where a brand audit...

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Benefits of market segmentation

7 benefits from good market segmentation

Let’s deal with the elephant in the room first – customer personas DO NOT constitute market segmentation. They are rooted in stereotypes and assumptions from individual bias or disc...

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Can purpose driven brands be effective

Can purpose driven brands be effective

Corporate Social Responsibility (CSR) or Environmental Social Governance (ESG) whatever you call it, the idea of positioning brands as ‘purpose driven’ is a divisive topic, so to av...

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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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