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CMO Insights On Omnichannel Personalization In Retail
It’s All About The Customer Experience. With the advent of the digital age, today’s retail shoppers are informed, instrumented, interconnected and now in control of the path to purchase. Due to this,...
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BQ TALKS with Amanda Clay-Jones, Telefónica
Brand Quarterly talks with Amanda Clay-Jones, who leads on all things brand for O2 and Telefónica across Europe. An expert on external and internal rebrand and cultural change projects, she recently...
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Who Is Responsible For Developing A Franchisee’s Business?
The Buck Stops Here. If you listen to most franchisors there’s a simple answer – the franchisee. It’s obvious that’s what they’re here to do. It’s the franchisee’s business so it’s up to them to drive...
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Shape Your Marketing Strategy With A Marketing Audit
A very important step in shaping marketing strategy is to audit the marketing function and related strategy. Such auditing practices are not common to many organisations that decide on a marketing plan...
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Make Your Business Profitable By The Very Next Deposit
The formula for profitability has been established for ages. Every business owner, CEO, freelancer and entrepreneur knows it. It is even required, in the US by Generally Accepted Accounting Principles...
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From Big Gorilla To Big Fall?
Once you get to the top of the mountain, it’s a long way down. Big brands and large businesses need to continuously work to stay at the top. There’s a lot they can learn from startups and the small and...
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Why Even The Best Sounding Partnerships Can Fail To Deliver
When people talk about partnerships, the focus is normally on what comes before the handshake. For a partnership for be successful however, you need to focus on the long term – the part after the...
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Cost-To-Serve Helps Protect Your Brand
In both the B2B and B2C business environments, although most companies follow rigorous cost management practices, the primary focus is to generate higher sales. However, revenue growth is not always...
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Marketing Audit Tools: External Environment
Being subject to many forces over which they have limited control: government economic policy, attitudinal changes among consumers and the development of new technology, to name a few. Environmental...
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Employee Advocacy Gives CEOs A Second Chance To Do Social Right
Although the world is spending more time on social media, there is one demographic that continues to avoid it like the plague: Chief Executive Officers. It was recently reported that only 8.3% of...
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Marketing Audit Tools: The Internal Environment
Do you know as much about your own marketing strategy and operations as you should? This is your opportunity to put your own marketing under the microscope - the internal marketing audit takes a close...
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Avoid The Commodity Trap: Raise Your Price!
I recently suggested an unconventional idea to my consulting team. I proposed that we tell our clients and prospective clients this: We are the high price leader. NOBODY charges more than us. In...
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“Does This Brand Make My Butt Look Big?”
With technologies advancing at such rapid rates and attention spans getting shorter by the day, the average length of a brand’s lifecycle has been heavily reduced. We’ve all had that horrible thought...
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The Psychology Of Pricing And Your Brand
Pricing is much more than just saying “How Much”. Are you hurting your brand and your profits by sending the wrong unconscious messaging to prospective purchasers? Would a few pennies lower or higher...
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The 21st Century Brand Meter
For decades brands have presented themselves to the marketplace without consideration of how the organizational parts perform as a whole. This has proven to be disastrous in a digitally connected...
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Big Data The SMART Way
Everyone in business knows about big data now, and how it’s going to revolutionise the world we live in. But in the rush to avoid being left behind, many companies are frantically measuring and...
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Why Most Companies’ New Years Resolution Of Innovation Will Fail
Chances are, the calendar rolling over brought a surge of positive energy to your office. You can almost hear the collective exhale of your team after the holidays, reinvigorated by new budgets and...
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Marketing Audit: Analyzing The Internal Environment
This is the final part of a complete marketing audit. As I mentioned in my previous articles, Analyzing the objectives, policies and strategies of the company’s marketing department, as well as the...
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Marketing Foresight: Adapting To Consumers Evolving Needs
We all know the 4 P’s of Marketing (Product, Place, Price, Promotion), which continue to play a significant role in driving corporate marketing and product management practices. As a brand marketer,...
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How In The World Do We Measure The Value Our Marketing Creates?
ROI – return on investment – is the holy grail of marketing. Year after year, we talk about it — in boardrooms, at events, on social media, virtually everywhere. While it’s not hard to figure out why...
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