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Marketing Consultation and Planning on the Digital Spectrum

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Branding: Brand Touchpoints

Brand and branding, the act of building that brand, are at the core of marketing. It is what makes you different from the rest and, if built well, appeal to your target groups. As I’ve discussed in other blog posts, you need to determine what your brand is today, what you want it to be and then go about building it in a focused and effective way. So let’s say that you know exactly what you want your brand to be. You have a clear brand core (know which drawer you want to be in ;) You know what you want people to think and what you want them to feel. How do we take those brand associations … [Read more...]

Brand Association

In a previous post we discussed how people need to be able to put us in a box, or in a drawer if you will. They need to easily, in a split-second, know what we are in order for it to register with them and have a chance of being stored in memory. However, that is not enough. Those who have read my book, Marketing Untangled, are familiar with the marketing process. The marketing process tells us that in order for people to buy from us, they not only need to be aware of us but they need to be interested, to like us and trust us. In order to do that, our brand needs to have a variety of … [Read more...]

Marketing is branding

One of the reasons I fell in love with the subject of marketing was that when I did my MBA I quickly realised that marketing is the very heart of every business. Without marketing there can be no business. Non-marketing people often hate it when us marketing nerds harp on about how “business = marketing”. The thing is though, it’s true. I cannot stress this enough, so I figured it would be good to enlist the help of two of my favourite business gurus in management and marketing in the last century: Peter Drucker and Al Ries, to drive home the message of just how important marketing … [Read more...]

Brand: Find Your Drawer!

Your brand is the most powerful part of your marketing. In previous posts I have talked about what a brand is and that we always have a brand, whether we mean to or not. I have also talked about how you need to find out what your brand is before you can start to shape it into what you want it to be. The question then is, what do you want your brand to be? Everywhere we go these days people are talking about thinking outside of the box. I could not agree more. The world is full with people in boxes and it doesn’t do us any good. However, when it comes to branding, you do need to think about … [Read more...]

What is marketing?

Very often when consulting or teaching, I find that the concept of marketing is unclear in many people's minds. Not surprising. We marketers don't really do a lot of marketing for ourselves. So I put together this little slidedeck for my peeps just to make sure we are all on the same page - and to help erase the image of us marketers as merely advertising people or used car salesmen ;) What is marketing from Thoranna Jonsdottir     … [Read more...]