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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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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