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Mass Marketing vs. Target Marketing
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
The Importance of Distinctive Brand Codes
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
Understanding Brand Architecture
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
Advanced Marketing Funnels
If you think your basic funnel is enough to conquer the complex jungle of today’s marketing landscape, think again. Basic funnels are like training wheels – great for getting started, but a bit wobbly for tackling the big hills of real-world marketing. To win, you need a funnel that’s sharper, smarter, and tuned to your brand. You need strategy, not.. Read more
A Beginner’s Guide to Marketing Funnels
Let’s talk about marketing funnels. If you’re using a basic, top-to-bottom model that ends at the sale, you’re missing the bigger picture. Enter the ‘See-Think-Do-Care’ framework, a customer journey model designed to reflect how people actually behave—messy, non-linear, and wonderfully human. This framework, created by Avinash Kaushik, isn’t just a nice theory. It’s a practical, easy-to-apply tool that transforms how.. Read more
How to Create a Killer Marketing Strategy:
Let me guess—you know you need a marketing strategy, but every time you try to start, it feels like staring at a blank canvas without a clue where to begin. You’re not alone. Whether you’re running a start-up or steering an established business, crafting a marketing strategy that actually delivers results can feel overwhelming. But here’s the truth: great marketing.. Read more
