The Critical Role of Pricing in Business Success Pricing is one of the most crucial elements of any business strategy. The outcome will directly impact profitability, customer perception, competitive positioning, and overall business sustainability. Setting the right price can be the difference between thriving in a competitive marketplace and struggling to maintain financial viability. Businesses…

You’ve probably heard phrases like brand, branding and brand identity being bandied around, but what do they all mean and are they actually that important? In the simplest terms, your brand (or branding) is what differentiates you from your competitors and helps customers form perceptions of your company. It’s your purpose, positioning and personality. It’s how you look…

The marketing promotion “Black Friday” has become a transatlantic marketing phenomenon.  But just because something gets a lot of hype, doesn’t necessarily mean it is right for your business.  In this article we take a look at the marketing monster that is Black Friday.  Here we give you some ways to evaluate whether it may…

Marketing is a huge discipline that spans more than just the marketing team and is often one of the most misunderstood activities in any business. Most people consider marketing to be the tip of the iceberg that is poking its head above the water that the customers see  (those in yellow), however in order for…

Whatever anyone says, Marketing is merely a process.  It is not a dark art, and anyone pretending that there is a “secret marketing formula” for success, is talking cobblers.  Marketing is actually a very logical process.  You are simply creating a defined product and service for a defined audience and then putting the mechanisms in…

So what is this big marketing secret? All of us that are in business need customers. Right? Without customers, we have no business. We just have a business concept. Once you have a customer you have a business. Ideally, we actually need quite a few customers – to spread the risk and make our business…