Facing reality, one brand at a time

A number of conversations with small business owners this past week has made me realise just how different the world of business is when you sit deep inside the belly of a large corporate versus when you are outside of it, starting your own business. I can’t help but think of the former as a…

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Marketing is about friendship. Not fame!

I spoke to a small business owner recently about how he could improve his business through a focused brand and marketing strategy when he said the following line that belongs to the classics: For me this is one of the most common misconceptions about marketing – that this is about ‘becoming famous’. I can just…

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Marketers should start moving!

In a 1992 article, Peter Dickson formulates what he calls “a General Theory of Competitive Rationality”. Believe it or not, the theory has nothing to do with physics, rocket science or nuclear bombs. It talks about marketing. The essence of Dickson’s theory is that everything is constantly moving and the marketing planner has to adapt.…

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Is your corner cafe, a brand?

I read something the other day on the general topic of brands and branding that stopped me in my tracks. I had to do a double take. It went something like this: “Your local corner shop…is a brand.” For someone used to the type of brand management that happens in big companies, with big budgets…

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