The Paradox of Differentiation in Small Business Marketing & Branding

In the realm of business, the word “differentiation” reigns supreme. It’s a term celebrated with zeal, as it represents the holy grail of marketing and branding strategies. The goal is clear: stand out, be unique, and carve a distinct identity …

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A Thought on Brands and Their Couriers

I wrote an article back in the 1980s about the last four feet of the journey of a product to the consumer. This was really focussed on the impact of the retail salesperson in the last four feet of the …

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Unforgettable Marketing Campaigns: The Best of 20th Century UK

The 20th century witnessed several remarkable marketing campaigns in the UK that left a lasting impact on consumers. Here are some of the most notable ones: Guinness “Good things come to those who wait” (1930s-2000s) Guinness’s long-running campaign emphasised the …

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Coca Cola pours down Oxford Street

I was surprised to see a Coke emblazoned London bus that was chopping up the Coca Cola logo as part of the creative concept. This was in Oxford Street this week. Yes, it was quite clever, but I would have thought the …

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CloudFlare upsell

This made me chuckle; an email from CloudFlare titled, “Keep your site safe and prevent data theft with SSL,” arrived today.  The email looks rather like they want to help inform me and educate me via a webinar from their …

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London Marathon marketing winners

I wonder what the level of spontaneous recall there would be to the question, “Can you name three London Marathon sponsors.” I think I may have got two. With a little prompting, I would have got three. There is an impressive …

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How brands can cook up mobile purchases

The proportion of web traffic via mobile will hit 20 per cent this Christmas, according to IBM figures, and brands that fail to implement a mobile marketing strategy are losing out on sales by putting up ‘closed for business’ signs …

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