Do your customers really understand you?

We all believe we know what we do and what benefits we offer potential clients. We put a lot of effort into our brand proposition and 'elevator pitch.' But it can be easy to be too close to our business and miss the very fundamentals that we take for granted. I often lecture at universities... Continue Reading →

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Does sales need marketing – does marketing need sales?

The Institute of Sales and Marketing Management has recently updated its identity and is now just the 'ISM' and it's not clear which 'M' has been dropped. Hovering over the logo on their website shows the alt tag: 'Institute of Sales and Marketing', while the copyright line on the foot of the same page states... Continue Reading →

Why we launched our web development division.

One Marketing Ltd give our clients what they ask for. It's what marketing is all about - and they want web development. We are a broad-based consultancy with a focus on brand based marketing communications. However, thanks to our history in web-development, we are regularly referred by past clients to help new ones with site design, creation... Continue Reading →

How to manage the brand perception-gap.

Brands are about perceptions rather than reality, because they are primarily concerned with emotion more than logic. Perceptions and attributions may be constructed from early experiences of a brand or by received information. Often, that information is also emotionally constructed. It may have been channelled through peer groups, respected friends or colleagues, or sympathetic media. Large... Continue Reading →

Will brand values be as unpredictable as political values in Europe?

Does branding in Europe have a unique flavour? I'm going to be looking forward with interest to the Transform conference, given that 'Brand Europe' itself seems to have undergone significant changes. Are Europeans' values shifting - paricularly those of consumers? Brand management seems likely to have become a contentious issue, closely linked with corporate governance,... Continue Reading →

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