Blog: Articles

Blog: Articles

 

An Insight Into Online Merchandising.

With the growth of e-channels and the globalisation of many brands, the role of online merchandising is becoming increasingly important. Within the world of merchandising, there should be no distinction between a merchandiser and an online merchandiser, the only qualifying criteria being a merchandiser requires a physical outlet to manage. This article has been written …

Targeting Or Positioning: What Comes First.

  I was recently asked which process should come first: targeting or positioning? In my opinion the answer will depend on what you are trying to do. Before providing you with the definitive solution it is worth just reminding ourselves of the basics. I’ll start with branding or more specifically the ‘brand image’ and ‘brand identity’: when you …

The Marketing Mix Revisited.

It was Culliton way back in 1948 who first said that marketers were the chefs of organisations, using the different elements of business to produce recipes for success. Today the staple ingredients are the 4Ps, also known as the marketing mix. There are some who think that this formula is bland and tasteless and adds …

An Introduction To Intellectual Property

This article provides the reader with an introduction to intellectual property (IP) and how it should be managed. It will give individuals some direction on what they need to do to protect their businesses, creations and ideas. It is split into three sections: copyright, trademarks and patents, building on my last post:  “Things To Consider …

A Review of Adobe Voice

This blog is a review of Adobe Voice, an app that lets you create web-based videos. The beauty of Adobe Voice is that it is so simple to use: you don’t need expensive soft or hardware, all that is required is the app and an iPad (it is not available for Android devises at the …

A Guide To Creating A Brand Book

  This article is a guide to creating a brand book. It has been designed to give the reader a comprehensive list of what should be included in such a document: many of the current search results on the internet provide examples of famous brand’s brand books which are only, what I would call, “abridge …

Managing Social Media

This article will focus on the factors you need to consider when managing social media marketing campaigns. As we saw earlier there are so many different types of social media platforms: this in itself creates a barrier for organisations because of the problems in deciding where to concentrate their efforts. Before looking at the issues …

What is social media?

What is social media? Well, put simply, it can be considered as any digital platform that allows users to share information. If we go right back to basics and consider the definitions of each word we can see that “Social” is an informal gathering organised by members of a particular group and “Media” is a …

4D Thinking

In my view thinking is an activity that attempts to visualise (in your mind’s eye) a problem, solution, memory, idea, image, sound or … add whatever you believe to more appropriate: the list is almost endless. It can be factual, fictional, mischievous or reverend. We all do it hundreds of times a day: as part …

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