Build Brand Trust in a Covid World

Build Brand Trust in a Covid World

Covid is on track to be the great accelerator, creating a high level of disruption that will change the way we behave forever. So, now more than ever, it’s important for marketers to assess whether their brand is behaving in a trustworthy way today and whether they...
Choosing ‘where’ to market

Choosing ‘where’ to market

Why choose ‘where’ to market When it comes to ‘where’ to market a brand, it’s important to sell through sales channels that make the brand both visible and accessible to people in a way that is easy to engage with and purchase. Otherwise, it’s likely to...
Choosing ‘when’ to engage people

Choosing ‘when’ to engage people

Why choose ‘when’ to engage people When choosing “when” to talk with people, marketers should optimize their marketing ROI by focusing their spend on those high-impact touch points and messages that have the greatest influence. Entrepreneurs understand the value...
Choosing ‘why’ to be in business

Choosing ‘why’ to be in business

Why choose ‘why’ to be in business Getting people’s attention can be tough. But getting them to convert their attention into action can be even tougher. In 2015, more than 170,000 brands were advertised in the UK, equating to almost 500 new and different brands...
Choosing ‘what’ to support

Choosing ‘what’ to support

Why choose ‘what’ to support   At the end of the 20th century, Boards believed that the more brands they had, the more their company would grow, with brand proliferation rife.  Between 1997 and 2001, the number of brands in the pharmaceutical industry increased by...
Choosing ‘who’ to target

Choosing ‘who’ to target

Why choose ‘who’ to target When thinking about which customers to target, companies should not try to please everyone. Instead, they should focus their scarce resources on attracting and retaining those customers who will deliver the greatest return for the company –...

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