We all think that there is not much more to say on how and why brands grow. It is all about getting a good product or service, deciding who it should be aimed at, fixing a price that makes a decent profit and is attractive to the market, targeting th...
Effective storytelling is crucial if you want your marketing to be successful. A big problem for many brands is how to tell stories that engage and resonate with their audience. As marketers are all too aware, it’s getting more and more difficult t...
In B2B markets many products are undifferentiated and not surprisingly potential customers see them as all the same. Business-to-business companies struggle to communicate recognizable benefits that set them apart from competitors. This means that ma...
For many people the word brand is associated with physical representations of the logo, the name, colour schemes and other visible factors which provide a signature that says “this is who I am”. In consumer markets, for example, there is instant ...
Positioning your brand is a crucial yet difficult task. To get a true idea of how your brand is perceived by the market, you need to take the time to assess it. Assessing a brand requires us to look at all of the brand’s attributes. These attribute...
An article in the Financial Times last week caught our eye as it discusses a new approach to product development that promises greater results. Large, established companies are facing increasing competition from small, young companies with innovative...
A carefully considered b2b pricing strategy is vital to optimizing both sales volume and profit. Despite this, only one-in-ten b2b companies have a formal strategy in place. The manipulation of prices, both upwards and downwards, offers enormous pote...
More than ever, consumers and businesses alike are inundated by advertisements from a range of media. All this marketing has had a “wear and tear” effect on our attention and receptiveness to the messages being communicated. We have become less s...
As those of you with our 2015 Calendar will know, this month is all about product development. More specifically, it’s about the augmented product – everything else a customer receives along with the tangible product. The augmented product plays ...
As researchers, our key goal in any research study is to effectively answer the objectives of a study and convey the implications of the findings to our client in a memorable and conclusive way. Traditionally the findings are delivered via a face-to-...
