All Posts By digimon

IN 2016 “OTHER PEOPLE” ARE THE BIGGEST DRIVERS OF PURCHASE BEHAVIOUR – 3 OBSERVATIONS The three principal factors impacting purchase behaviour, and the purchase of one brand over another, are history, marketing, and other people. We all purchase on the basis of our past experiences, the marketing messages we see and hear, and what other people ...

THE BEST WAY TO COMMUNICATE YOUR BRAND IS THROUGH BEHAVIOUR – 3 OBSERVATIONS Whenever someone asks me how best to communicate a personal, product, or corporate brand, I tell them – LIVE IT! Have you ever seen a commercial for a car telling you all about its attributes – only to find during a test-drive, that the ...

DEFINE YOUR BRAND USING THE RIGHT CRITERIA – 3 OBSERVATIONS Steve Jobs once said that a brand is all about values. I would argue that he was on the mark. Values are at the heart of every great brand. Certainly, a big part of branding is aligning the values of the organisation with those of the ...

BRAND AND BRANDING ARE NOT COMPLEX CONCEPTS – 3 OBSERVATIONS There are so many grand and complex definitions of the terms BRAND and BRANDING. I will argue here that the terms BRAND and BRANDING can be defined very simply. I will also argue that many people, including advertising agencies and consultants, have a vested interest in making ...

FEW THINGS IN MARKETING ARE MORE IMPORTANT THAN CULTURE – 3 OBSERVATIONS Someone wiser than me once said, ‘Culture is more important than strategy’ … and it is. Indeed, I would argue that it is much more important, even at the level of product development and delivery. In this regard, I would argue that there are few ...