Author: Steven Oakes

Here’s the uncomfortable truth: most marketing plans don’t work. They fail to deliver results, waste time and money, and frustrate the people trying to execute them. But here’s the thing—it’s rarely because the tactics were bad. It’s because the plan itself was flawed from the start. If your marketing efforts feel scattered or underwhelming, don’t worry. In this blog, I’ll.. Read more

Let me tell you something shocking—most marketers have no clue about the health of their brands. They talk endlessly about strategies, campaigns, and the latest social media platform, but when you ask them basic diagnostic questions like “How strong is your brand’s awareness?” or “What’s driving your customer loyalty?” they give you the marketing equivalent of a shrug. This is.. Read more

Let’s talk about a classic marketing debate—mass marketing vs. target marketing. It’s one of those topics that tends to divide the room. On one side, you’ve got the Byron Sharp brigade, preaching the virtues of reaching everyone. On the other, the Kotler disciples, who swear by segmentation and precision targeting. The truth? Both approaches have their place, but the key.. Read more

If your brand isn’t instantly recognisable, you’re in trouble. These days, customers are bombarded by thousands of marketing messages every day—most of which they ignore. Want to know how your brand can cut through the noise? Enter distinctive brand codes: the logos, colours, sounds, and symbols that make your brand impossible to forget. They might sound basic, but distinctive brand.. Read more

Let’s be honest—managing a portfolio of brands can feel like herding cats. Too often, businesses end up with overlapping products, confused customers, and wasted marketing budgets. Enter brand architecture, the unsung hero of strategic brand management. Get it right, and you’ll create clarity, drive growth, and unlock serious value for your business. Get it wrong, and, well… your customers won’t.. Read more