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...
A story in the Financial Times last week caught our eye as it discusses a topic we have wrote about many times before in blogs and articles – having a focused strategy. The UK tyre industry has been faltering in the face of cheap imports from China...
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 ...
Positioning your brand is a crucial yet difficult task. To get a true idea of how your brand is perceived by the market, you need to take the time to assess it. Assessing a brand requires us to look at all of the brand’s attributes. These attribute...
An article in the Financial Times last week caught our eye as it discusses a new approach to product development that promises greater results. Large, established companies are facing increasing competition from small, young companies with innovative...
Your brand is your biggest asset. It carries your reputation and is why people do business with you. It is therefore crucial that your brand is as strong as it can be. The big question for many marketers is how can a brand be improved? To help answer...
Modern technological advancements have transformed the market research industry. One area that has changed more than any other is data collection. A decade ago, only 10% of data was collected online. Nowadays, 80% of consumer surveys and over 60% of ...
These days, many organisations have tons of data at their disposal. This can range from transactional information and CRM data to operational metrics and financial flows. The big challenge is harnessing this data and transforming it into smart, evide...
A carefully considered b2b pricing strategy is vital to optimizing both sales volume and profit. Despite this, only one-in-ten b2b companies have a formal strategy in place. The manipulation of prices, both upwards and downwards, offers enormous pote...
