Almost every day I read an article about a ‘rebranding’ project, only to discover it’s not a rebrand project after all, and that the driving forces identified, needed a different brand management tool to fix the problem.
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...
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...
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...
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...
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...
“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...