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Strategy

Let me ask you a question. What is marketing? Here are a few typical responses.
"Marketing is that quirky department, the cutters and pasters, the creatives. The ones with colour textas in their drawers and figurines on their desks." "It's nice to have marketing but we don't really need it. Our service is the best. Well it's certainly very good.  And that's what it boils down to. The most successful business will be the one with the best products or it'll be the cheapest. Right?"

There are a lot of components that make a brand. In order to make a powerful and durable brand, you have to put in the work. It's not design work, not initially. But it boils down to your vision and your understanding of your customer and your knowledge of the market and the other players in your arena.

Let's start with Vision

So what is vision? It’s the thing that initially filled you with inspiration to start your business.

Creating Memorable Experiences is the Key to B&B Customer Referral

Gorgeous country villages like Marysville in Victoria have always appealed to holidaymakers. While many visit for a rejuvenating weekend getaway, most also recognise that their tourist dollar contributes to the Black Saturday recovery of these towns.

Looking at only financial metrics can lead to myopic and dysfunctional decision making. The Balanced Score Card focuses on four important facets for better business planning, performance measurement, strategy comprehension, communication and the alignment of strategy and operations....

IKEA's founder, Ingvar Kamprad, died in January 2018, aged 91. After starting from the humble Swedish beginnings, his entrepreneurial flare led to a multibillion-dollar global empire. Did you know the name Kamprad is a variant of Comrade? His passing marks a good time to review the strategy of IKEA. How radically it differed from other furniture businesses at the time of its conception makes for a good strategic case study.