Category: marketing planning
METEORIC CHANGE IN MARKETING
January 31, 2016
Marketing continues to be transformed – or is it? The discipline of marketing has fundamentally changed as a result of the massive amount of consumer information now available. Not a new theme but the point is that we now know more about our customers than ever before. The ability to connect the dots with big data… [read more]
The Fundamentals of Brand Management: Marketing Planning
November 9, 2015
I had the privilege of developing and delivering a seminar on the “Fundamentals of Brand Management” for the University of Toronto. It was challenging to condense 25 years of brand management and marketing experience into a two-hour seminar. I decided that focussing on how to develop a brand and marketing plan would be most helpful… [read more]
How to Build a Better Marketing Plan
January 26, 2015
The key to a successful marketing plan is to clarify your business goals and your brand positioning in advance of building your marketing plan. This may sound simple but it really requires a step back with some objective evaluation, which can be challenging when you are immersed in the day-to-day management of your business. To… [read more]