OPTIMISING BRAND ARCHITECTURE
Brand Architecture refers to the structure of brands within an organisation / entity. It is the way in which the brands within a company’s portfolio are related to, and different
HOW TO SEGMENT YOUR MARKET
Determining the Basis of Segmentation is one of the first steps in the development of a marketing strategy for both Direct-to-Consumer and Business-to-Business brands. Every segmen
B2B NEED-TO-KNOW
I don’t know who you are. I don’t know your company. I don’t know your company’s products. I don’t know what your company stands for. I don’t know your company’s cu
FINDING A WAY TO COMMUNICATE
In advertising, strategy is the way you plan to sell the product, not the words & pictures you use to sell it. Strategy planning consists of saying what you need to say it, eve
BRAND POSITIONING – What to do when?
Q: What is BRAND POSITIONING? A: It’s “the strategic* attempt to influence / control the mental position of the brand in the mind of the target customer segment(s).”(* wh
FROM BRAND POSITIONING TO A CREATIVE IDEA
In advertising, strategy is the way you plan to sell the product, not the words and pictures you use to sell it. The marketing process sets the communications objectives after sele
THE BRIEF IN BRIEF
The key to stellar marketing isn’t plucking creative ideas from the aether or blast away media budgets. It starts at the very genesis of a project – with the humble bri
