Differentiation in marketing is key, whether you are managing a budget or a premium brand. It is important that the consumer can quickly see why your product or service is better, different or beneficial to them. Whole chunks of the marketing industry …

Political Differentiation Read more »

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I’ve always found the issue of how to decide to work with a new client very interesting. For most people and businesses this is largely an emotional decision. I was pleased to trip over a scorecard concept that seems to be very …

Scoring a new client before it’s too late Read more »

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