Where is your competitor?

Many business owners do not like the idea that they have competitors. They are quick to suggest that what they offer is unique and don’t really have opposition. This approach ignores a law of commerce: if you have customers, you also have competitors. It’s like “what goes up, must come down”. It’s how things are,…

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Time to get into the marketing slipstream!

In the world of business to business (B2B) sales, the role of marketing is a bit like that of the front rider in a cycling peloton. He usually does not win the race but sets the pace and helps the guy behind him claim the podium. There is no doubt as to the value that…

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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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