BrandPRO Moon and Mojo SPI

BrandPRO strategy simulator to help marketers perfect their strategic decision-making skills.

With the launch of our BrandPRO brand strategy simulator, we’re on a mission to harness the power of ‘experiential learning’ with a view to helping marketing and brand professionals...

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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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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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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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Market orientation for brands

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...

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