All Posts By John Carlson

If you search business development on the internet, you will find that most of the references and discussions are about client acquisition. Many textbooks and easy read business books also tend to focus on new client acquisition. While new client acquisition is important for most businesses, it is not, or at least should not be, the ...

Much has been written about the growing divide between right and left – progressives and conservatives – vaccinators and anti-vaccinators, the religious and the secular – in western societies around the world. Since the early 2000’s there has been a growing divide between these groups in Australia, the United States, Britain, and many other first ...

I have written in previous articles about the difference between an organisation's or, indeed, individuals, optimum and actual brand. The optimum brand is what the target market needs to say about the organisation or individual needs to say about the organisation or individual (when they are not in the room) if sales and margins are ...

While advertising and promotion, more generally, can help build value into a brand, its primary role, in most cases, is to maximise enquiries. Establishing the required awareness of a brand within a target audience, providing the information and emotion required to establish demand – which in turn drives enquiry is essential. That said – it ...

Myths are pervasive in marketing. Three big myths that seem to be doing the rounds over recent years are: Education is the key to behaviour change. Viral marketing changes behaviour. Influencers change consumer behaviour. Great marketers understand that education is rarely enough, viral marketing does not work like COVID-19, and influencers are rarely as influential as many people seem ...