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…

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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…

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Do you doubt your marketing efforts?

Nobody doubts the importance of Sales as a key function in a organisation. Sales is a non-negotiable. You have your core Operations, your Finance department, someone handling HR….and Sales. But not Marketing. Marketing is optional, immeasurable and generally far removed from reality. It does not link straight to income, only to expenses. I hate this…

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Identify the moments of truth for your customer

Identify the moments of truth for your customer   There are two crucial “moments of truth” for a brand: the moment that the brand gets selected based on the promise that it will deliver, and  the moment the brand gets used and experienced.  The key is to align what the company tells customers it will…

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Does your business mean something to customers?

Does your business mean something to your customer? Your business has a name and a logo that you put on your invoice, but does that make your business a brand? Maybe. Only if that name and logo means something to your customers.If a customer recognises your business logo somewhere on a piece of paper, strewn among…

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Is your business brand led, or person led?

Is your business brand led, or person led? Look at any picture of an army marching, and you’ll see the presence of flags indicating the special colours of the division or unit. The army is led by a general, but guided by a flag, held up high in the air. The general provides strategic direction,…

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