by Ruth Saunders | Oct 21, 2022 | Blog, Leadership, Market Research, Marketing Strategy
When I worked in consumer goods companies, any major brand decisions were supported by robust quantitative research that proved the case for change. But in some situations, quantitative research is not feasible or optimal. For example, whenthe customer base is small...
by Ruth Saunders | Dec 3, 2020 | Blog, Marketing Strategy
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...
by Ruth Saunders | May 18, 2020 | Blog, Marketing Strategy
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...
by Ruth Saunders | May 18, 2020 | Blog, Marketing Strategy
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...
by Ruth Saunders | Mar 17, 2019 | Blog, Marketing Strategy
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...
by Ruth Saunders | Feb 19, 2019 | Blog, Marketing Strategy
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...
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