5 ways to avoid brand prostitution in FMCG
The primary tool used by retailers to attract customers is the discount prices that they offer on their suppliers products, largely funded by those suppliers. As you read all the literature and case studies on brand building, and reflecting on my own experience, the...
Three by four marketing equation for success.
How do you win business in a competitive world? I know for sure it is not getting any easier, but the advice on how to do, and stories of how to be rich in 15 minutes a day seem to abound. Perhaps I don't take advice well? It is pretty clear to me, after 40 years of...
The 6 ways to benefit from losing a tender
Most of the businesses I work with are medium sized, at best. Most have a significant functional capability that can deliver great value, but they often do not have the 'grunt' in other areas to get over the line with large customers. Many of them are in businesses...
What fly fishing can teach us about lead generation
When I can, I fish for trout with a dry fly in mountain streams. It can be cold, obviously very wet, frustrating, but oh the joy of the feel of a fighting trout on the end of a 2kg breaking stain line, and a light rod. Often you sneak up a stream all day and...
Why many small businesses fail with digital marketing.
Imagine you discover a compound in your kitchen that will cure cancer. You know it works because it cured your mother. That would be a really amazing feeling, to be able to make a huge difference to peoples lives, and find instant wealth at the same time. Imagine...
Why did Thomas Dux really fail?
There is a whole lot of discussion around the progressive closure of Thomas Dux stores by owner Woolworths, and the assumption that it will be closed down if a trade sale does not evolve. Maybe there is a plan to save it, but I cannot see it, and having bought some...
The dirty little secret of digital marketing.
Achieving simplicity is really hard, we all know that in our guts. There is however a huge difference between simple and superficial, and again, we all know that but tend to be persuaded to take the easy way out. The development of a specific 'Persona' to which you...
The power of “Why” in a sales pitch
One of the standard problem definition techniques I use is the classic "5 why" process pioneered by Toyota. Just keep on asking "why" to peel back the layers pf the onion to get to the real problem, rather than just being satisfied that addressing the associated and...
What makes some leaders, and others just managers?
In my 40 years of commercial life I have seen a few true leaders, and many, many more managers. Unfortunately. The leaders are not always those at the top of organisations, more often that not, those are just the successful managers. The leaders can be scattered...
The (almost) impossible task of brand building momentum. A personal story.
What is a brand? When you think about it, a brand is a just a promise embodied in a product. A promise of performance, and delivery of value. It survives and grows, retains and builds relevance and attraction only when the promise is delivered. Finding the promise...