Why do brands make it so hard for business buyers to buy from them?

Buyers buy things and they buy into things That’s what every brand wants them to do and to do so in increasing numbers, spending more money, more frequently, across more products and services and for a longer period of time. Brands also want buyers to buy into them so much that they spread the word … Continue reading “Why do brands make it so hard for business buyers to buy from them?”

Brand strategy should be fundamental to your business future

(This article was originally posted on eu.cmo.com on October 3rd, 2014. We thought it was worth another share.) Businesses sit at the centre of the perfect storm of technology, globalization and empowerment. Traditional business models are under pressure as organisations respond to rapidly changing buyer behaviour, influence and engagement. Businesses are looking for a more … Continue reading “Brand strategy should be fundamental to your business future”

Competitive Positioning: a must in today’s hyper competitive technology markets.

Everybody’s talking about personalization. In fact, I’ve just seen it cited as the #1 trend in Forrester’s Top 10 predictions for Business in 2016. Whilst I agree that we all want to be engaged in a relevant, compelling, deeply contextualized way (we are so spoilt these days!), especially as we claim to have so little … Continue reading “Competitive Positioning: a must in today’s hyper competitive technology markets.”

Chicken, egg, design or content

The age old question about the chicken and the egg. It’s been discussed for decades with both camps equally confident they are right*. There is a similar posed question that comes up in what I do, designing. What comes first… design or content? Designers have always been asked by both the client (and internal colleagues), … Continue reading “Chicken, egg, design or content”

Get happy: six ways to make your business more joyful (and effective)

Does happiness matter in business? Is the world a better or worse place? Depending who you talk to, it’s never been better or it has rarely been worse. But looking at the organisation and the business world, let’s ask: is happiness truly valuable? Is it practical? Can you actually drive a strategy that captures that value, isolates … Continue reading “Get happy: six ways to make your business more joyful (and effective)”