Having built and ran a variety of different companies, Jan Cavelle thinks the humble salesman is worth more than the economy gives them credit for – it’s just a case of better training.
Sales & Marketing
Earlier this month ASA introduced new guidelines to try and help brands address the issue of gender stereotyping in advertising. Jamie Williams, account partner at isobel, gives opinion on the matter.
The stark reality is that adoption rates of the CRM system remain low and ineffective, and businesses are not seeing the benefit of their investment.
The kudos of free running has been used to promote everything from cruise ships to jeans. Whilst it might feel “cool” to be associated with an urban sport, how do you judge if hinging a campaign on a free running film is suitable for your brand, which may not be in obvious alignment?
The commercial value of heritage is well known. It is a source of differentiation. It engenders loyalty, even love sometimes. It attracts consumers, both at home and overseas. But what about the brand narrative?
It’s common knowledge that understanding and fulfilling a consumer’s needs equates to a happier, more satisfied and loyal customer. However, this can be overlooked, or even unwittingly neglected, resulting in angry customers.
According to studies, traditional brand fidelity is declining. This is bad news for large, established players. But it’s a golden opportunity for SMEs to capitalise on a new phenomenon… “loyalty as you go”.
A luxury luggage firm used by the A-list has been inspired by Formula One to introduce a very limited edition series of cases to mark its 120th anniversary, pricing the goods at £3,500 apiece.
Elon Musk has long championed our relocation to Mars. He is of the belief that there are two paths for mankind, “one of which is to stay on Earth and experience inevitable extinction.” The alternative is to become a multi-planetary species.
Making customers laugh could be the way to win them over, as they’ve revealed what they consider the 20 best shop names in the country.
Amazon has paved the way in terms of online sales, churning out events such as Black Friday and Cyber Monday. But it has promised to outdo these bargain days through changes to its fast-approaching Prime Day – and small businesses should be looking to make the most of it.
Every great company evokes something to mind. Maybe it’s a slogan, a logo, a classic advertising character, or a signature product feature. In his classic book, How Brands Grow, Byron Sharp of the Ehrenberg-Bass Institute calls them distinctive assets.