Why brands need market orientation

“We don’t have the time or the budget” is often a client’s response when I ask why they are not market orientated. Our job as marketers and brand management professionals, is to rep...

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...

Why brands should invest during a recession

The Institute of Practitioners in Advertising recently placed an advert in the FT challenging businesses not to cut their marketing spend during the inevitable impending recession, ...

Traits shared by the worlds strongest brands

Brand management, and more specifically, the aim of building brand equity, is now seen as the single most important challenge for CMOs and CEOs across all industry sectors. The pro...

How to avoid being a bad marketer

Tactical marketing represents roughly 8% of the brand management process, and communications is roughly 25% of that 8%! Unfortunately, too many marketers invest upwards of 80% of t...

Brand diagnosis is critical for brand strategy

To manage your brand properly, you must allocate a chunk of time ahead of each financial year to conduct a good brand diagnosis, the process for mapping the battlefield. Your diagn...