Brand is often perceived as an intangible that can’t be measured. It seems ambiguous and something that is often indescribable. Yet it is real and has a financially proven impact on the bottom line.
I love people who just get on with it. They see the problems and think of them as challenges that they just have to work around to get to where they want to go.
They inspire me to do better. They show me that things could be worse and better… in equal measure… so ‘just get on with it’. None more so than a client that I worked with for a very short period about four years ago.
As a practical marketing tool, competitor analysis is one of the most useful and most grounded. It identifies both the similarities and differences between players in the marketplace and most importantly it identifies clear gaps that have yet to be tapped and leveraged.
So Let’s start with clearly identifying what Branding is and what it isn’t.
We all know the history of the term that originates with cattle branding as a way of clearly identifying ownership of herds. Time has moved on since then and so has branding and what it has come to represent. And with that of course comes misrepresentations and misconceptions too.
What is Marketing?
One might think that in this technologically obsessed world in which we live that the Business Card is now defunct. One might even assume that people aren’t interested in collecting business cards at all. They’ll just bump phones with you and get your contacts that way. Alternatively they might connect with you on LinkedIn before you even meet and collect your details that way.
All great marketing is about great preparation. It’s the ability to ask the right questions, make the right deductions from the answers and carve a path that will move your business to where you want it to go. It’s about positioning your business effectively in the marketplace.
Once you’ve done the work then your marketing will work. It really is that simple.
I was always taught to say thanks and there is no better time to say it than right now.
This is a post in gratitude.
It’s an honour to be in such good company. So hat’s off to my compatriots on the list
The best business advice or insights often come from unusual sources. One of mine came from my son when he was just three years old.
We were in the car driving to his grandparents and he asked me this question and it has stayed with me ever since: Mammy: What are you for?
In any business strategy there’s always the dilemma of the ‘low hanging fruit’. ‘Low Hanging Fruit’ is a term coined to express ‘picking’ off business that is there at hand so that you have the cash flow to move on to the next stage of your business. Reference the Urban Dictionary for a definition.