Before the ads and the content, there are decisions that shape the whole business: who you are in the market, what you promise, and how you measure growth. This series is about those decisions.
How do you write a brand positioning statement for your company?
One sentence that settles who you are in the market and makes every marketing decision after it easier. How to write it, and the mistakes that empty it of meaning.
Don't rebrand — before you answer these questions
Business is down so we change the logo and the colours. Why that is the most expensive and slowest fix available, and when a rebrand is genuinely right.
What is the marketing mix — 4Ps and 7Ps?
Marketing is not only advertising. The four elements every marketing decision falls under, and the three added when you sell a service.
Making the logo bigger doesn't matter — people don't buy because of logo size
The most common note a business owner gives on any design. Why it is not what makes the difference, and what to focus on instead.
Process matters if you want to change your position in the market
The decision alone is not enough. To move up-market, internal operations have to change before the message does.
What growth means in marketing — not every increase is growth
Rising sales are not always growth, and sometimes they are the start of a problem. How to define growth in your company and measure it properly.
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