Understand the story behind that brand!

Is this the brand you manage? I enjoy helping small companies with their branding. There is something about that raw passion of the entrepreneur, that single-mindedness of purpose, which makes the idea of brand management much less complicated. It becomes a simple question of taking the passion of the entrepreneur – his own identity –…

Details

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.…

Details

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…

Details