The lowest price? Don’t give it.

It happens often. Your customer tells you the only thing that matters to them is “price”. And you accept this, because somehow this makes logical sense. Price is how much your service costs the customer and by driving down cost, the customer can make more money. So the lower your price, the easier the customer…

The days are numbered for digital marketing

I read a fascinating article recently on the death of Digital Marketing. The author, Mark Ritson, a professor in Marketing at Melbourne Business School, draws the interesting comparison between the popularity of “International Marketing” as a subject for MBA students in the 1970’s – just as companies were starting to “go-global”, and digital marketing today as companies…

Local brands should beat global brands

Why do international brands beat local brands? Why is McDonalds cooler than Steers? Dominos over Debonair’s? Why will Starbucks certainly kill a local coffee brand? I saw 2 articles over the last week about local brands struggling against global entrants: These are examples from the clothing industry, but no doubt it has wider relevance. Local…

ABSA brand migration to Barclays

Is the ABSA brand silently being swallowed by Barclays?   I’ll be honest. I’ve been with the uncool bank since day 1 – ABSA. In fact, my first savings account was with one of its predecessors – Trustbank. My parents banked at the other predecessor, Volkskas. So clearly I’ve got a long history with the…

The 30,000 feet business issue

What happens if you look beyond the price? I guess most things in life have a core issue underlying it. If you are in an aeroplane there are lots of things that could be on your mind: the baby making a noise, the guy in front of you reclining his chair, the queue by the…

Marketing is indeed about magic

We live in a data obsessed world where everything that is not measurable is frowned upon. We are drowning in numbers. Today, if it can’t be measured, it does not exist. We demand proof. We insist on evidence. Maybe worse is the speed at which we demand the proof. Patience has long disappeared out the…

Branding insights from a trade show

Branding insights from a trade show I had an interesting experience this past week attending the “Africa’s Big Seven” trade show, billed as “The Continents Leading Food and Beverage Event” with trade displays from every corner of the world – including Belarus. What struck me was this: Some of the best looking displays, were the…

The best companies, are the best at marketing

I often get business owners expressing a great deal of scepticism about marketing. They talk about marketing as if it is a kindergarten activity that they reluctantly engage with. It is – to use a classic marketing term – a grudge purchase. I often hear:   “We don’t really believe in marketing”   Or the…

Is your website a waste of money?

Is your website a waste of money? I asked a question recently that I thought would go down as stupid. I asked the sales rep of a mid-sized industrial company when last she had been to her company’s website? I expected to be given that “duh!” stare and be told that she regularly does because it…