What is The Long and The Short of it in Marketing?

The Long and the Short of it is a book written by Les Binet and Peter Field, both famous in the marketing industry. It is based on the findings of research carried out on the winning awards over a number of years and 700 brands in the IPA Effectiveness Awards (the Effies). The book basically […]

How to Choose a Brand Name

Naming a Brand to Maximise Marketing Effectiveness Coming up with a name for your new business or product can be hellish hard. This is your baby and you want to get it just right. In truth, a brand name becomes what it does. It builds associations with every customer touchpoint. So really, there is no […]

What is Brand Image?

In developing your brand and marketing strategy, it is vital to have a clear picture of what your brand image is. This is not, as you may first imagine, just what your brand looks like. It is what your brand stands for in the minds of your target customers. How to Find Out what your […]

What is brand positioning?

Brand positioning is what you want your brand to stand for in the target customer’s mind. Working out what your brand positioning should be involves a bit of leg work. Step 1 – who are you marketing to? You need to firstly know who your target customer is, which segment/s of the market you are […]

How Food Awards Help in Food Marketing

Is it worth entering your food brand or food product into an awards programme? The entry cost for food awards vary – for example, the Great Taste Awards entries are priced from £62 per product to £255 per product, depending on the size of your business.  The Irish Food Awards (Blas nah Eireann) has a […]

What is a Marketing Funnel?

It is one of the most useful things that you can focus on to make your marketing effective. Basically it is a picture of your customer’s journey from when they initially hear about your brand to when they buy it, recommend it to their friends and family and buy it again. You need to design […]

Does Advertising on Local Radio Work?

I love radio. I love listening to it and I love creating campaigns for it. As a marketing consultant I love to include radio in the tactics recommended to fulfil my client’s marketing strategy because I believe it works. But is my belief misplaced? In Ireland, it is hard to know. So little research is […]

What is a marketing strategy?

Strategy is a word that is bandied about a lot, especially by marketing consultants like me. I don’t like to use a lot of lingo, but it’s hard to get away from this word. Marketing strategy is at the core of any good business and it is what will determine its success or failure. According […]

Business to Business Brand Strategy

I was cooking beautiful free range pork chops on the grill one evening, got from a friend up the road who keeps pigs. I had just put them on so I decided to pop outside to feed the horses. So far, so country idyll. When I came back in just a few minutes later, flames […]