Every great company evokes something to mind. Maybe it’s a slogan, a logo, a classic advertising character, or a signature product feature. In his classic book, How Brands Grow, Byron Sharp of the Ehrenberg-Bass Institute calls them distinctive assets.
Sales & Marketing
Recent news around Costa, Starbucks and Caffè Nero has made people think twice about ordering a frappuccino – and we can’t help but wonder how the chains will tackle the resulting reputational damage.
As an SME, your capital is limited. So are your time and resources. And yet, you need to spread the word to all the right people about your business – something you can do with a little PR wisdom.
The Alfa Romeo Giulietta is considered so fashionable, the Italian car manufacturer has aligned with British tailor Hawes & Curtis for the launch of an all-weather suit that can withstand the UK climate.
It is no secret that the more meaningful brands are relishing increased sales within respective markets and, more than ever, are more conscious about bridging the trust gap as it’s a key factor of driving sales figures.
There was a time, only ten years ago, when one in every seven pounds in Britain was gobbled up by Tesco, and now the retailer is going after a business dominating many verticals – Amazon.
In today’s highly competitive, digitally-powered marketplace, the temptation for any business can be to “get out there” with a splurge of marketing activity to build profile and presence. But one of the most important things to do is step back and try defining your brand.
Film and music stars are seemingly discontent with the millions they make from their day jobs, as there is no shortage of celebrity alcohol brands on the market.
Thanks in large part to social media, our expectations of business have shifted dramatically. We now search for a more meaningful relationship and less of a sales pitch – and who best to explain how to offer both than Jungle Creations’ Jamie Bolding, whose dedicated Facebook page ranked number one in May.
The digital world can help to make a business’ reputation, so it’s important to get customer service right, just as it was before the technology boom.
The terms “content marketing and “content strategy” are too often used interchangeably. Perhaps that’s why the overwhelming number of bosses engaged in content marketing do so without addressing the why and how of their content initiatives.
The appeal of being able to tailor your communications to offer the personal factor to numerous prospects – without investing the vast resources needed to make each feel like they have your undivided attention – is hopefully obvious.