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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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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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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