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 […]
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 […]
Over the last few days I’ve been contemplating the meaning of ‘value’ as it pertains to brands. I believe that value is at the heart of business, and therefore it’s marketing. Value is only created when benefits outweigh the cost. It is the exchange of a value that creates trade: I give you something of […]
Personal Branding Over the last few months I’ve noticed a swell of noise regarding personal branding: That somehow a personal brand is the secret to a long and happy business life. But for me the idea of aspiring to be a personal brand for anyone but a select few CEOs or Founders is akin to […]
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 […]
Brand Development If you are planning on expanding your business, it is crucial you understand the importance of developing your brand to achieve the results you want. Brand development techniques can be implemented by businesses of any size, and can help your business grow even faster and stronger. Here are some more thoughts about brand […]
Branding as a practice has been around since the dawn of time, when cattle ranchers marked their stock in order to differentiate its quality and ownership. In the last few decades businesses, designers and ‘Ad Men’, have jumped up and claimed to know its secrets and promoted the importance of a brand to all business. […]
This article on branding Perth is a ‘reprint’ of an article published on 10th November 2015 in The West Australian Out to Market: ‘Another open letter on WA destination branding‘ John F Kennedy said: “a rising tide lifts all boats”. But what happens when the tide is going out? What happens when the mining boom […]