BackDIFFERENTIATING THROUGH BRANDING WILL SAVE MORE THAN IT COSTS There is a direct but inverse relationship between the extent to which a business is effectively differentiated and the required investment in marketing and communication. Further, research has highlighted again and again the effective differentiation is important not just to drive sales but also for managing expenditure. It has ...
CUT COSTS BY FACILITATING
IF I CANNOT REACH IT, I CANNOT USE IT The godfather of disruptive innovation, Clayton Christenson, defines disruptive innovation as a process that increases access and affordability, opening up a much larger market. I would argue that increasing access and affordability, through disruption or indeed existing avenues is a powerful strategy for reducing costs and or increasing ...
CUT COSTS BY TESTING
EMBRACE ACCOUNTABILITY AND TESTING Despite having earned my living in market research for a number of years I am highly sceptical about the value of ‘ad testing’, especially focus group testing. All too often people tell you what you want to hear. More over experimental research has shown time and again that people do not know how ...
CUT COSTS BY INNOVATING
INNOVATION IS NOT JUST ABOUT INVESTING, IT IS ALSO ABOUT SAYING The very small investment that Australian businesses are making in innovation is costing them a great deal more than it is saving them – and increasing the investment in innovation can not only increase revenue, it can save money. The godfather of disruption notes three types ...
CUT COSTS BY AVOIDING
THERE ARE NO SILVER BULLETS – AVOID PEOPLE WHO OFFER THEM Branding, marketing and communication have a history of silver bullets – supported by a litany of snake oil salesmen and women selling them. In the 1950s advertising itself was the silver bullet. Mad Men were the solution to everything. In 1960 PR was the silver bullet. Reputation ...
