Last week’s post happily generated a big response from my readers. For anyone who missed it, I used a great Seth Godin article to springboard into a wider discussion on marketing misconceptions. A large number of you wanted to discuss B2C vs B2B marketing, and...
Regular readers may have noticed my thing for Seth Godin – a very clever writer and thinker on all things marketing, he’s my regular go-to guy. It’s been a few weeks since I last mentioned him… he’s been a little off my radar. And then just last week he sent a...
Value = (benefits – costs) This equation is the most fundamental conscious or subconscious calculation made by a customer when comparing products, or purchasing goods and services. For a couple of reasons, it also presents a real challenge for marketers: A, Benefits...
Publishers have a love/hate relationship with large digital platforms such as Google, Twitter and Facebook. While publishers love that these platforms provide audience and traffic, they also hate that the platforms reap financial rewards against content they haven’t...
Changing a customer’s worldview is hard, expensive, and may even be impossible. When looking at the problem there are other solutions you should consider. In 2007 Lion Nation managed to turn a negative worldview issue into a positive for their brand Steinlager Pure. A...
