Here is a way to succeed in life and in business: keep your promises. I realise that at times it can be quite hard to do this. Consistently delivering on your promises…
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A member of The Marketing Compass asked me: "What is the difference between ‘positioning’, ‘differentiation’ and ‘brand’? Positioning refers to where a company (or brand) sits in the marketplace in...
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A brand is a promise that you will deliver a service or product in the way that the customer expects it. This sounds simple enough, however, there are many things…
You may be a one woman or one man business. Or you may have staff, multiple offices and operate in one country or all of them. Regardless of the size…
If you are a startup, or established organisation looking to launch a new enterprise, the big question is: “What should we call our new business?” Is this driving you around…
There are numerous benefits to publishing a book. I was asked how to do this, via The Marketing Compass and here is my answer: The two options are: A. Self…
Me too marketing = having an undifferentiated product or service which is the same as the competition. It is all too easy to become just another “me-too” business, with the…
A recognisable brand name brings numerous benefits, including increasing the value of your business, attracting more customers and being able to charge higher prices. Here are 7 ways to build your…
Seth Godin wrote ‘Permission Marketing’ in 1999 (I have a copy on my bookshelf). This phrase is now part of everyday marketing terminology. On the front cover of the book…
All businesses, no matter what size, should ‘think brand’. Here is a Mind Map (click to expand) which shows the key elements of branding. Scroll down to see a checklist,…