Three years ago, an interesting experiment was carried out by Guy Mayraz, an economist at the University of Melbourne. He divided students into two groups. He told one group to imagine they are bakers and the other group to imagine they are farmers. ...
Selling has never been regarded as a profession – at least it’s never been thought of as a profession in the same way as architects, doctors or engineers are seen as professions. It is associated with the Avon lady, the Fuller Brush Company o...
Everybody’s at it aren’t they? Infographics that is. And quite rightly so. We market researchers need to synthesise data. Our clients constantly berate us for the 150 page deck of findings. They want simple, clear presentations in as shor...
We all think that there is not much more to say on how and why brands grow. It is all about getting a good product or service, deciding who it should be aimed at, fixing a price that makes a decent profit and is attractive to the market, targeting th...
A significant number of changes have happened to the market research industry over the last few years. These include increased automation and digitisation of surveys, commoditisation of traditional research methods, and further consolidation of resea...
Effective storytelling is crucial if you want your marketing to be successful. A big problem for many brands is how to tell stories that engage and resonate with their audience. As marketers are all too aware, it’s getting more and more difficult t...
The customer should be at the heart of your marketing. To keep your finger on the pulse of ever-changing customer needs, the voice of the customer must be listened to and taken into consideration by everyone from top to bottom. Is your company lookin...
In B2B markets many products are undifferentiated and not surprisingly potential customers see them as all the same. Business-to-business companies struggle to communicate recognizable benefits that set them apart from competitors. This means that ma...
I am in the business of challenging the status quo and challenging intuition. So here’s my challenge for you. Imagine you are giving an elevator pitch. In one sentence, write down the reason why a potential customer should choose your brand. Then c...
For many people the word brand is associated with physical representations of the logo, the name, colour schemes and other visible factors which provide a signature that says “this is who I am”. In consumer markets, for example, there is instant ...
