Your business can only succeed through its reputation. Your customers will be making decisions based on the perception of your business held in their mind. That perception will be based on:

The memory they have of you;
Your reputation – as they remember it;
The last thing they knew about your business;
The things about your business that they [...]

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Seth Godin recently posted a list of “What Every Good Marketer Knows”, but every single point seems to be about advertising. Try it, read his post substituting advertising everywhere you see marketing. Yes, good marketers do need to understand good advertising, but good marketing is so much more than that.
In Marketing Management Philip Kotler defines [...]

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What a great headline! It comes from a letter that was published in my local paper this week. The letter draws attention to the fact that we’ve over fished the North Sea and as a result there is nearly no cod left (hence the play on fish and chips). While over fishing is certainly an [...]

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As part of your market strategy formulation process, one of the most important factors is deciding on what direction to take with regard to products and markets. The Product / Market Growth Matrix, developed by H. Igor Ansoff, is a handy tool for thinking about this situation.
The matrix shows the major choices that a company [...]

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Brand Autopsy reports that Borders is changing the way it stocks books. Instead of having the books on a shelf, spine out (like books and bookshelves are designed to be) they’re going to start stocking them cover out (see picture).
Apparently when Borders tried this strategy it increased sales by 9%. The downside however is they [...]

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It never ceases to amaze me how many small businesses don’t clearly communicate what they offer to their customers. Then they’re surprised that their customer “just don’t get it”, some even moan that their customers “are too stupid”. More often than not however the fault lies with them and their communication.
I hate to admit it, [...]

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Whenever a person buys something, they calculate (formally or informally) the simple equation:

Will I get more back from this purchase than its full cost.

In promoting your business, it is imperative that the benefits you claim to deliver outweigh the costs and risk to your customer. Once you understand this (properly) you can then refine your [...]

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Seth Godin recently posed an interesting question:

Should you make stuff aimed at people who usually buy your product?
or
Should you make stuff aimed at people who rarely do?

Both are valid approaches musicians (bands) for example will typically release music that will appeal to their fans and their related products (videos, t-shirts, tours) are all aimed at [...]

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No matter how good your product or service is your business will need to develop good relationships to succeed. It’s not just relationships with your customers that matter either, you should also build a good relationship with your suppliers, professional advisors, bankers, investors and competitors.
So what is the key to building good business relationships?
There are [...]

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Many businesses try (and fail) to be all things to all people. Most successful businesses have a real understanding of what is special about them – what their Niche is. Niche marketing is all about narrowing your focus… specialising… establishing yourself as the expert in a tightly focussed range of products or services.
Niche
Compact Oxford English [...]

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