Behaviour change is not marketing. At least not in the sense that someone like Byron Sharp would understand it. (It’s not about mental availability and distinctive assets.) You are, of course, still selling an idea. For example, someone might go ‘smoke-free’ in their lives. Or take up exercise. Or read to their children. … Continue reading BEHAVIOUR CHANGE
People often say ‘anything can be content’. Is a TV ad content? Is a brochure content? A video of your cat being cute – is that content? But, when we use the word ‘content’, we mean something more specific. We’re talking about information (or experience) that’s designed for customers and prospects. It is… Continue reading CONTENT MARKETING
As Lewis Carol once wrote “if you don’t know where you are going, any road will get you there”. The same can be said of a non-existent or ill-defined business / marketing strategy. Consider your marketing strategy to be a vital routemap for your brand or business. Start with a thorough situation analysis. This… Continue reading BUSINESS STRATEGY
