Setting a Marketing Budget

So many small businesses start off the business year with no idea of what the marketing budget is going to be for the following 12 months.  It feels like most are hoping to spend nothing and every Euro spent is viewed as a loss. For marketing to be effective, it needs to be seen as […]

Brand Strategy Made Simple

Here’s a really interesting, inspiring and fun article on Brand Strategy by Mark Ritson for Marketing Week. If you don’t have time to read it here are my top three take outs from it: Brand Strategy depends on preparation – finding out what has been done in the past, what worked, what didn’t, what is […]

What’s in a Name?

A note on brand naming As clients who have worked with me will have heard me say many times – a brand is what it does, not what it says. Theoretically, it means that it doesn’t matter a huge amount about the name of the brand; customers (and non-customers) will build perceptions around it based […]