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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 err
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Tesco Marketing; Can Big Be Beautiful Again?

Tesco marketing | Tesco store
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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Shopper Marketing: Context, Trends and Issues to Help You Gain a Competitive Advantage

Shopper marketing
Shopper Marketing : views from a small island Shopper marketing has been around for thousands of years. But in modern times it has emerged from the disciplines of retail marketing and trade marketing. It involves “understanding how consumers behave as shoppers, across different
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Business Strategy; How to ‘Bottle’ Marketing Success?

Marketing strategy | Popping the cork to celebrate marketing success
What enables some businesses to weather the changing economic climate and the cold wind of market forces, while others wither? The most successful grow income and budgets steadily, while the weakest are left with diminishing income and budgets. Or none at all. Just as Darwin observed,
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Marketing Book Review: The Marketing Director’s Handbook (CMO)

Sharon Wolf, MD, QualiData Research Inc., USA. Marketing Book Review - The Marketing Director's Handbook
Sharon Wolf reviews The Marketing Director's Handbook - the definitive guide to superior marketing for business and boardroom success.
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Briefing, Selecting and Managing Marketing Agencies

Marketing agencies will be the bane and boon of your life. With careful management they can transform the performance of your brand, your business and yourself.To get the most out of agencies be clear about your objectives and needs, understand your agency and work at the relation
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Content Marketing (1) : Why Every Brand should think like a Media Brand

Guinness Book of World Records | Content marketing
With around 80% of UK homes (Nielsen: June 2009) now connected to the Internet, surfing the Internet has become an every-day activity for the vast majority. After search engines and social media sites, media brands are amongst the most visited sites on the web. Globally the BBC, IMDB
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Successful Marketing Part 7 – Creative Problem Solving

Creative tools for marketing workshops
If the CEO’s role is to manage the big picture and the financial director’s is to manage the numbers, then the task of creating ideas lies with the marketing director. Marketers are often regarded as the most creative people in a business. Yet marketers' creative skills are often unde
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Successful Marketing Part 5 – Bother with Brands!

Brand development - Benefits of brands
Much is written about brands yet many ignore or misunderstand the difference between a simply named products and the brand. So what's the difference and why should you bother?
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