Don’t take advertising shortcuts

Two decades ago, if you wanted to be known, you had to advertise either on radio, inside a magazine or – if you were cash strapped – print a leaflet. Those were the days when advertising was tangible, straight forward stuff. Importantly, maybe because things were so tangible, some clear fundamentals existed for success: •…

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Selling apples

If you sell apples, and someone else down the pavement also sell apples, how do you set yourself apart? How do you make sure people buy from you, instead of the other guy? It’s the reality many businesses face. Just the other day a senior manager at a company asked me this very question: “how…

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Don’t be different. Be special!

I’ve been thinking about this idea of work as art. That what your business sells can be truly special. Note, special does not mean visibly different, or cheaper or better. To me “special” means that you have put something of yourself into the business. That your time and effort have gone into it and that you believe…

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How big is your market?

One reason why your business could be unsuccessful is not because your product is bad, or your marketing bad, but that your market opportunity is too small. I keep reminding myself that the core of the word marketing is “market” – that collection of people or companies that are potentially interested in your offering. If…

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A brand campaign, or a sales campaign?

There are two marketing jobs on the table, always. Job 1: build the brand Job 2: grow (the) sales The two are not the same. The fact that Emirates Airlines is stuck in my head doesn’t mean I am booking a plane ticket tomorrow. The brand job has been done, but not the sales job.…

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Marketing is the job of the owner

You’d be surprised to know that last week, the quintessential marketing company, Coca Cola, has…. wait for it…decided to “ditch” the role of Chief Marketing Officer. According to the influential Marketing Week website: “Coca-Cola is getting rid of its global chief marketing officer function by merging it with ‘customer and commercial leadership as well as strategy’ to…

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