Marketing and brand fundamentals

A brand is not just a logo, it is how people feel about you

Branding is not a logo, a product or a service. It is what lives in people's minds when your name comes up, and four steps to build it.

Digital marketing goals are not always the same as business goals

Confusing the two can cost you a lot. The difference between them, and how to define your real goal for digital marketing.

The basics of the 4Ps marketing mix, and the harmony between them

Four elements that, when they work together in harmony, raise a business's chances of success considerably. And how any contradiction between them stops the sale.

What does promotion mean? far more than ads and discounts

The moment people hear "promotion" they think of advertising. Promotion is how you speak to your audience and build trust, in five steps.

Plenty of numbers move and very few of them matter. Four metrics you can defend to a business owner, and the free tools that actually produce them.

Advertising is part of marketing, not a synonym. The distinction decides whether you have a distribution problem or an offer problem, and mixing them costs.

Most marketing advice is written for people whose job is marketing. If it is your fifth job, the order changes. Here is what to do first, in two hours a week.

Sales are the last thing to move, so waiting for them means judging late. The earlier signals that appear first, and how to tell signal from noise.

Why most small businesses fail at marketing: it is not an effort problem, it is an order problem. Four recurring causes, and a five step table to find yours.

What a growth system for a business is: the seven stages in order, the output each one produces, and how to tell a system from a pile of separate tactics.

How to do a SWOT analysis for your project: the test every line must pass, where strengths actually come from, and why the boxes are read in pairs.

How to review where you stand before a marketing plan: seven checks in order, the official figures that change your pricing, and the free assets set up wrong.

What is a sales funnel: a count at four moments explained with a real shop, the documented 70% cart abandonment rate, and why 42% of those were never buying.