The 12 Common Sense Principles of Marketing
I’ve worked in Marketing for my whole career; the best part of twenty years. Over this time I’ve become a firm believer that Marketing is a finely-tuned mix of science and art. Yet at it’s core is an often over-looked, neglected and even abused trait…common sense. A lot of Marketing is complex, especially in the … Continue reading
Don’t Differentiate, ‘Betterate’
The prevailing wisdom in marketing is that you have to differentiate your product or service in order to create and sustain competitive advantage. In the modern age of omnipresent innovation, constantly fluid markets, and ultra-consumerism, being different is no longer enough…it’s about being better. (Sir) Jonathan Ive highlighted this phenomenon as a central belief and … Continue reading
Think Small
Most employees feel that they have to think and act ‘big’, no matter whether the company that they’re working for is big, mid-sized or even in effect relatively small. In reality, size doesn’t matter, thinking small always works! Just because you’re not in a start-up doesn’t mean you can’t and shouldn’t act like one: be … Continue reading
The SCOPE Planning Model – An Alternative To SWOT Analysis
For generations in marketing and business we’ve used the SWOT model to provide an initial analysis and classification of the issues facing a business as it starts to evaluate it’s position and devise strategy. It has served us well since its inception in the 1960s with it’s simplicity, functionality and intuitiveness; remaining un-changed and un-equivocal … Continue reading
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