Category: Marketing
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What does brand equity really mean for SMEs in B2B?
Brand strategy should be a key part of business strategy but too often it’s side lined as a marketing exercise.
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Luxury: how ethical is promoting an aspirational lifestyle?
In these days of rocketing inflation with more people having to make hard financial choices just to get by, is promoting luxury lifestyle brands ethical?
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Search Engines and The Law of Unintended Consequences
Search engines exist to help people find information on the Internet quickly and easily. As the amount of content grows so does competition among the publishers. This article looks at how the desire to be found on the web becomes a battle between search engines and publishers. It is a truth universally acknowledged that once…
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Sales and Marketing: time to combine them?
Developments in technology are blurring the lines between sales and marketing. Is it time to simply combine the two functions and work more efficiently?
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Elizabeth Holmes and the Power of Narrative
How the Theranos story demonstrates the danger of a compelling narrative. I hadn’t been following the Theranos story particularly closely but did get sucked into it when the news was full of Elizabeth Holmes’ conviction for fraud a few weeks ago. Although I was aware of the scandal when it broke, it was only recently…