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...

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...

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...

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...