What does your business brand stand for?

Your business should take a stand on the things that matter to your customers I appreciate what Donald Trump is doing in American politics. And what Julius Malema is doing here in South Africa. Both stand for something in a sea of foggy politics. There is no doubt about what they represent, and to whom.…

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Be careful not to outsource your marketing thinking

Have you ever sat down and given some serious thought to the marketing efforts of your business? Busy entrepreneurs and small company owners quite understandably abdicate marketing implementation to others, either a middle manager or an admin person internally, or a consultant or freelancer externally. The problem is that often, and unknowingly, they outsource more…

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Why do so many small companies neglect marketing?

It is surprising how much of the business world is about marketing. To prove my point, I went to the websites of some of the top consulting companies and looked at what they are writing about. Here’s a sample: On the Bain & Company website, they feature nine articles, of which three are marketing related:…

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Difficult marketing problems require a personal approach

There is easy marketing problems, and there is difficult marketing problems. Think of it as an exam. The first question is always easy, just to get the nerves settled. Here it is: First question: How would a large company go about marketing a new beer to the adult population of a country? It is easy…

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Why your business is emotional, and how it impacts the brand

We all accept that consumer products – the stuff you buy in the shops – should be branded. Without an attractive brand these products won’t sell. Brands matter to us as people because they appeal to our emotions and helps us express our individuality. We are what we wear, and drive and use. So brands…

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Don’t keep your business brand a secret

Your business strategy is obviously confidential. But you can’t keep it a total secret. You must tell the market something about how your strategy benefits them. This is the role of the brand. Broadly speaking there are two types of business strategies: Do something that already exists, but do it better. Do something completely new.…

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