Branding as a practice has been around since the dawn of time, when cattle ranchers marked their stock in order to differentiate its quality and ownership. In the last few decades businesses, designers and ‘Ad Men’, have jumped up and claimed to know its secrets and promoted the importance of a brand to all business. […]
This article on branding Perth is a ‘reprint’ of an article published on 10th November 2015 in The West Australian Out to Market: ‘Another open letter on WA destination branding‘ John F Kennedy said: “a rising tide lifts all boats”. But what happens when the tide is going out? What happens when the mining boom […]
Brand Strategy Brand strategy and brand communications are interdependent. If you want your brand to win then the way it communicates must be as carefully considered as the game you’re playing. Don’t expect to win by copying others. Your story needs purpose and differentiation to make it resonate. Article appeared on 17th April 2015 in […]
Applied Marketing Vision: The company that sees the future, has a future. Businesses, like species, evolve. And it’s not necessarily the fittest (or the biggest balance sheet) that survive, it’s the animal that best adapts to the environment that does. Use applied marketing to adapt. Mother Nature is meritocratic. Natural selection comes from competitive advantage. […]
Jewellery retailers. Recently I came across some interesting market research* into jewellery retailers in Australia. It made me reflect on a number of marketing opportunities that remain largely untapped in this sector. So I thought I’d share some of this insight. Jewellery Retailers: The facts There are around 2000 jewellery retailers in Australia, with total […]
Marketing Myths. Five things. Headlines like this are used by agency people these days to pique interest and are, as a wise man once told me, ‘unbeatable in a world with short attention spans’. So for client side marketers with little time here are 5 things your advertising agency should tell you. But probably won’t. […]