Thinking about brand

Let me start with this….Building your brand will make you more resilient as you come out of this crisis. I didn’t really realise the importance of brand until I was responsible for one. I had worked in marketing for ten years up to that point. All sorts of...

Tutorial 5. SWOT analysis

Tutorial 5 SWOT analysis SWOT analysis has been around forever. I’ve sat through some really good ones – and a few that are best to forget – but I really think it is going to come into its own over the next few months. For those who have never done a SWOT...

Tutorial 4 – Segmenting your customers

Customers are the most important thing. Everything should revolve around them, but it doesn’t always happen. I’m a terrible customer to have if your world doesn’t revolve around me. When I get good customer service, I’m one of those embarrassing people who says well...

Tutorial 3 -Marketing Plan Audit

Marketing Plans! Marketing people love their plans. Not just building the plan but the whole process. Negotiating the budget (then whinging about lack of budget), allocating the spend across channels, costing up the creative ideas, sourcing and speaking to agencies....

Tutorial 2 – Knowing Your Numbers

This is the blog to accompany the second tutorial – knowing the numbers to build a picture! It’s amazing how little people in business management know about their own products, customers and sales. They know their sales and margins, but the underlying data is a...