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Strategic marketing consultancy | Brand consultants | The Marketing Directors

B2B vs. B2C Marketing : What works best on the dance floor?

B2B vs. B2C marketing
Marketing a product to an individual consumer rather than to a business is often a very different proposition. Or is it? The growth of digital media means that there is an increasing number of channels and methods from which to chose. So how should marketers approach the task of engag
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Product development; how failure makes for fitter products

Google product development - how failure makes for fitter products.
Even Apple, one of the world’s most successful companies, visionary, secretive, allegedly antipathetic to research, fails occasionally. Witness poor iphone battery performance, speedily reversed software changes and easy-break charging cables.  While following the ‘gu
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Successful Marketing Part 6 – The Devil is in the Detail

Successful marketing requires technical excellence. M&S boobed by charging extra for larger bras
The devil is in the marketing implementation detail In highly competitive markets, both strategy and execution can make a big difference to the results.  For example, a misplaced or poorly articulated word in a strategy can lead to misinterpretation,  cause confusion and errors.  From
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Brand Storytelling : Turn Frogs to Princes and Live Happily Ever After

Brand storytelling | Saint George and the Dragon by Paolo Uccello.
Storytelling predates writing; the earliest forms were spoken, combined with gestures and expressions. They include fairy tales, myths, legends and many of religious origin. There is much to learn from stories and with brand storytelling it is possible to transform a brand from a frog
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Brexit : Time for UK business to embrace the world

Brexit - UK business and marketers should embrace the world l World of flags
On June 23rd 2016 the UK decided to leave the EU. So what does this mean for UK businesses and marketers? The consensus is to expect a period of uncertainty as everyone digests the facts, and devises strategies to manage the risks of Brexit and plan a way forward. Rather than think do
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Brand Positioning; Transform Your Brand into a Super Brand by adding Brand Personality

Brand Strategy; Transform brands into superbrands with brand personality
Standing out from the crowd is tough! It is common to find products, services and brands making the same claims. In other words, occupying the same brand positioning spaces. For example, almost every business service claims to improve business efficiency. In consumer goods, almost eve
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Business Strategy; How to Plan for, and Manage in the Fast-moving Digital World

Business Strategy | SuperCar-RoadTrip.Fr
Digitalisation and 24/7 global connectivity increases customer power and supply-side reach. As a result, markets become increasingly competitive over time and not less. Search and algorithms also reduce brands to keywords. These therefore all create pressure for change. And dealing wi
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The Psychology of Marketing

Psychology of marketing infographic
With just 20 per cent of buying decisions based on pure logic, the psychology of marketing requires understanding. Psychology is the science of the mind and behaviour. Emotions and biases frequently influence our buying decisions. Whether we realise it or not, around eight out of 10 b
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Comparing Quantitative Research Survey Modes: Online vs. Telephone vs. Face-to-face

Comparing Quantitative Research Survey Modes | Best in Show Winner Crufts 2015
Comparing Quantitative Research Survey Modes: Online vs. Telephone vs. Face-to-face; Which is top dog? Recent OFCOM Research (1) highlighting that 71% of the UK receive 9 nuisance calls a month, and that telephone is the #4 culprit, questions whether this mode has had its day? But whi
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Tesco Marketing; Can Big Be Beautiful Again?

Tesco marketing | Can big be beautiful again? Tim Arnold and Guy Tomlinson discuss ...
Following recent profit warnings (2014), Tesco veteran and CEO Philip Clark has fallen on his sword and given way to an outsider – Dave Lewis from Unilever. In this article and short video, Tim Arnold and Guy Tomlinson discuss what’s gone wrong with Tesco marketing, and suggest
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