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Blog

💸Small Business Has Marketing Power, Too!

Small businesses can market like pros too! Key Idea: Good marketing works in any market.  Don’t listen to the “ninjas”:  good marketing is good marketing, no matter what size your business is.  Big businesses can use their size to build their brand. Small businesses can use their agility to take those big businesses on.  What Matters: The basics […]
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💼 Sales: Times Are Changing!

Today’s salesforce: working harder at adding value.  The big idea: Salespeople have to adapt…quickly. The top skills today’s salesforce needs include: Negotiation skills Business acumen Flexibility Insights  My sales training, “The Strategic Sale” pointed modern sellers towards: Customer focus Value creation Segmented messaging Holding the line on price Today’s challenge: Having sales keep up with now. Managers share […]
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💔 🔨Ye and The Gap: Breaking Up Ain’t Hard!

Co-Branding: You bring you. I’ll bring myself. The Big Idea: Kanye and Gap break up: that’s okay. Co-Branding is when two brands come together to reach entirely different audiences. The brands bring their own attributes to the combined partnership to create something greater than the two alone.  For Gap and Kanye, going their own ways will […]
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📈Profits: Not Long or Short! Try Both!📈

John Lewis sends out a conflicting message about its brand.  The Big Idea: To build a brand, it isn’t branding or sales. It is both.  John Lewis has a new “brand promise”: “For all of life’s moments” Promoting the promise, the company talks about finding where their marketing spend gets the best ROI.  These two ideas […]
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🛒🛍️ Waitrose: Positions Proudly

Waitrose: Proper positioning is about you, but also the competition.  The big idea: Positioning can be about you. Your position can also be about the competition. The best: a bit of both.  How do you pull this off?  Positioning in any market: Know the image you want to project.  Take a stand with your message.  Draw […]
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👑The Royal Family: Brand Managers👑

Royalty: Always about the Brand! The Big Idea: The Royal Family has a brand consultant. That shouldn’t come as a surprise to anyone. The Crown is a distinctive brand asset.  The palaces: Check. The crest: Absolutely.  Martin Lindstrom’s book, Brandwashed, covers this topic.  The key: Royal Families around the world spend a lot of time thinking about brand management.  What […]
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