Our Thinking
Turning a business into a brand takes thinking.
Here’s some of ours.
Marketing Not Working? It’s Not Us… It’s You!
Brand | Marketing
Here’s how it often works… Marketing manager gets hired. They are keen and ready to deliver some rock-solid strategic marketing that meets the business objectives of their new company. One […]
Understanding Vision, Mission, and Purpose and Its Use at the Brand Level
Brand | Marketing
Vision. Mission. Purpose. Can you feel that? Those goosebumps on your arm aren’t just because you’ve left the AC on too high. That, my friend, is the feeling of possibility. […]
Showing Faith with Reasons to Believe
News
Jim is having a crisis of faith. Nothing to do with a higher power or his place in the universe. Those questions can wait for later. What’s nagging him this […]
What’s a Customer Value Proposition? And why should I care?
Brand | Marketing
Brand strategy meeting, Phun Phones Inc., Geebung, Brisbane The meeting’s not going well. In fact, proceedings have lapsed into a forlorn silence as senior execs stare at the phone before […]
How to Reach the Top of the Brand Ladder
Brand
There’s a cocky lad about town, we’ll call him Larry, but his real name’s Keith. He’s a banker, and a babe magnet, or so he thinks. Larry’s done alright for […]
Building Beyond Bluff with Brand Positioning
Brand | Marketing
In our professional lives, we’ve all had the distinct pleasure – or torment, depending on the day – of sharing our working days with that person who was the Swiss […]
Are you chasing the wrong clients?
Brand | Marketing | Research
Bad marketing ‘advice’ from online ‘gurus’, ‘ninjas’ and ‘mavens’ might see you chasing clients that are a terrible fit for your business. A better bet is to invest in research. […]
Reposition, Rebrand or Refresh. What does your brand need?
Brand
As opinions change and attitudes shift, so do needs, wants and tastes. A brand that’s hip and sought after today may be on the nose tomorrow. All brands are, by […]
It’s not just about ‘looking good’
Brand | Marketing
Creativity that looks good, builds your brand, and contributes to your bottom line is truly fantastic. Unfortunately, many times the creative product falls short of expectations, and here are a […]
Go-to-market plan. What it is and why you need one
Brand | Marketing
Every company wants and needs to grow. After all, if you don’t, you’re going backwards, so received wisdom has it. Although growth can come from various sources, there’s one commonality […]
Account-Based Marketing. What it is and how to use it.
Marketing
What is Account-Based Marketing (ABM)? Account-Based Marketing is a Business-to-Business (B2B) strategy that focuses resources on a set of clearly defined targets within a vertical. It uses personalised campaigns to […]