Over the last few years I’ve helped dozens of SME brands with their strategic planning but I can count on one hand how many of these brands had good market segmentation, and that’s a problem, as strategic and tactical choices will be missing essential data interpretations to guide decisions on ob
Recently, I was asked to review a 32-page ‘brand book’ for a well-known insurance company, which included a vision, a mission, an essence, a purpose, some values, a DNA, a brand lan...
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...
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...
Strong brands change the way people think, feel and act, so it shouldn’t be a surprise that good brand management will deliver value far beyond just revenue growth. A professionally...
From providing resilience during a recession to enhancing recruitment efforts, reducing price sensitivity to building brand equity, professionally managed brands deliver value far b...