All things concerning strategy in your business when it comes to consumer-facing activity. Strategy in marketing. In creative. And through to e-commerce.
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Why read this? : We share how you find e-Commerce growth opportunities. Learn how to work out where growth will come from. Which customers and markets to go after. And how to decide where to position
Why read this? : Building a market attractiveness model helps you decide which customers to target. We go through the process of how you build one. Learn from our example how to gather the data and
Why read this? : The Ansoff matrix shows there’s 4 different ways to grow your business. Learn the pros and cons of each approach, with real-life examples. We also share a case study where a
Why read this? : Brand values set out what your brand stands for, and what it does. But how do you decide what they are? We go through a simple values model to help start
Why read this? : Any brand that isn’t market leader is a challenger brand. We cover 8 different ways you can be a stronger challenger. For example, learn why it’s important to break with the
Why read this? : You can tell a better story about your brand when you understand how different story types work. We share the 7 most common story types with examples of brands that use
Why read this? : It can be hard to know where to start with e-Commerce insight. We share what we learned the first time we did an e-Commerce insights project. Learn the information sources and
Why read this? : There’s arguments for and against having a brand purpose. This article reviews both sides. Learn what brand purpose advocates focus on. This includes its role in brand identity, in inspiring customers
Why read this? : The culture of your business shapes the way you handle creativity and innovation. We share how to build a culture that drives both improvement and breakthrough ideas. Learn how to match
Why read this? : Subscription models bring benefits for both customers and brands, but they can be complex. We share how different models deliver customer benefits like value, convenience and discovery. Learn what it takes
Why read this? : Marketing mistakes are unavoidable. Even with the best of intentions, sometimes plans don’t work out. The key is to learn from them so you do better next time. We share lessons
Why read this? : Idea generation is the process that supplies the ideas you need to fuel your business growth. Applying the 5Ws – why, what, who, where and when – can make that process