Luxury? Don’t make an expensive mistake!

It is the dream of many an entrepreneur to sell a luxury product to the wealthy. Just think about the prestige, premiums and profits. The problem is that it is also one of the toughest marketing jobs to succeed at. You don’t just switch on the marketing engine for the rich. For a start, they…

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Avoid the“me-too” marketing disease

Marketing only works when you say something that the competition doesn’t say. This is when you stand out from the crowd and present the customer with something to think about. Alternatively, if you simply say what everyone else is saying, it becomes a shouting match, and the winner is usually the one with the biggest…

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Why is MTN sponsoring the Springboks?

Why do very large brands love to sponsor sports teams? Do they really expect to sell more stuff? This is the question that came up over the weekend as I was visiting my in-laws and watching the Springboks play the French in a game of rugby. The Springboks have a new headline sponsor in MTN,…

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You can’t manufacture a brand

You can manufacture a product, but not a brand. A brand is something you create. I often get enquiries from business owners who have a history of manufacturing stuff wanting their own brand. They are tired of seeing others slapping a logo onto their product and making the real money. It is the obvious thing…

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Is your marketer a pro?

Many marketing projects fail because the marketers working on the project do not have the required skills to do the work. It’s always been easy to call yourself a marketer, and today, more than ever, the tools of the trade are available to everyone, but don’t be fooled, doing marketing right, even on a seemingly…

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Is your website working for you?

I am tired of websites that do nothing for the business. Aren’t you? They just sit there, online, every day, available on Google, and have no impact on your business. No point, apart from having one. A box, ticked. I see many entrepreneurs cling to old fashioned marketing and sales techniques because they do not…

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