A marketing consultancy is a place where you get professional intelligent advice. I don’t mean that we have acquired superior knowledge and skills in marketing over other business people. I mean in the Webster’s dictionary definition of intelligence: marketing consultants have ‘the ability to apprehend the interrelationships of presented facts in such a way as […]
Marketing Segmentation A couple of recent articles in Harvard Business Review (HBR) on marketing segmentation made me reflect on one of the basics of effective marketing. In ‘Choosing The Right Customer’ (Robert Simons, HBR March 2014), the Harvard Business School Professor suggests that although there are potentially a number of different groups that could be […]
Recently a client was approached by a company selling a marketing tactic I have little respect for: Influencer Marketing. As it is very linked to the idea of ‘personal branding’, which I also loathe, I thought I’d kill two birds with one blog. What is an Influencer? Urban dictionary definition: Influencer ‘A makeup, hairstyle, or […]
“Never ask a barber if you need a haircut. The answer is usually yes.” This well-known business saying is sometimes attributed to Warren Buffett, the Billionaire US investor. But this modern proverb can be found in an article from 1972 and its roots can be traced back to 1834 (“Ask a barber how to make your […]
The Marketing Innovation Bandwagon There are few more over used words in business than ‘Innovation’. Today, thanks to Malcolm Turnbull, it has even entered the world of politics and will be at the core of fiscal policies soon. But what is it, why is it important, what is the relationship between marketing / innovation, what […]
Not getting a second opinion can kill your business as surely it can kill you. Before studying Communications at university I studied both History and Engineering Science. Those three subjects programmed me to consider paradigms. Different viewpoints against the hegemonic. Prevailing science changes perspectives as does history and language. It made me try to understand […]
Market Research is the least discussed, least sexy and least invested in element of most SMEs marketing. I don’t like market research either. But like many things in life (Coriander, Exercise, and Diet), good comes from the effort you put in. Market Research can be hard, can be boring, and can be hard to prove […]
I was lucky enough to attend The Communications Council WA ‘Marketing Effectiveness on Trial’ conference on 11th September 2017. Three speakers (Mark Earls, Professor Karen Nelson-Field and Peter Field presented their recent research and conclusions to a large audience of marketers and agency people in Perth. At the end my conclusion echoed Tywin Lannister’s famous […]
Don’t hate us, but we think offering internships when done properly** is a good thing. We offer internships and so speak to many under grads, post grads and Masters students about their career prospects. There is one common denominator in every conversation: The Unicorn. The Unicorn is how we describe the creature many […]
Rebranding Article on ‘Rebranding’ by Nick Eggleton that appeared in The West Australian 8.12.14 Did things change or is that lipstick on your gorilla? There is no right or wrong answer to the question about whether a business should rebrand. Some urge a rebrand because it is a revenue opportunity for design and implementation of […]