Category: Marketing Strategy
5 Steps to Making Data Insights More Actionable
March 31, 2016
I had the opportunity to attend the CMAInsights Conference last year. The conference theme was built around “how true insights express the best of data and marketing”. The following is a summary of key conference takeaways for marketers on how to leverage data and analytics in the development of successful marketing campaigns. An insightful case… [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]
Leverage Market Research to Build Content Strategy
May 30, 2014
In todays online and socially connected business world, leading organizations know that developing a successful brand involves access to timely market research. Market research can help you understand the needs of your customers, define their attitude toward your brand, and ultimately help you successfully execute your content strategy. There are four key criteria for successful… [read more]
5 Tips to Build Your Digital Brand
April 30, 2014
Staying relevant and engaged in the digital world is a must for today’s marketers. Yet how to be effective when the digital landscape itself is so rapidly changing? Furthermore, the tools and tactics to effectively manage B2B versus B2C digital marketing and social media programs vary greatly. Don’t worry – here are five digital marketing… [read more]
Brand Strategy and Content Strategy: How to Make it Successful
January 7, 2014
In a high-tech, fast-paced competitive marketplace where sought-after products, services and experiences can be duplicated in the blink of an eye, brand is key to building organizational distinctiveness that can be leveraged to competitive advantage. But what exactly is brand strategy and how does it make a difference? The following are a few tips about… [read more]
Why Millennials Matter Even More to Marketers
November 12, 2013
Each new generation’s cultural mindset is a game-changer for marketers. But Millennials (Gen Y) are the ones to watch. Experts agree that their influence could be as significant as that of the Baby Boom generation. There are plenty of assumptions the experts don’t agree on. Many have described Millennials as lazy kids with an overblown… [read more]
How Do You Know When it’s Time to Review Your Brand?
September 9, 2013
Brand strategy is key to ensuring that your brand is aligned with company objectives but in an increasingly fast-changing marketplace, you can’t just set it and forget it. Even the renowned McKinsey & Company have developed a branding practice to keep pace with the advances of digital marketing, less controlled messaging and the need to to… [read more]
How “Big Data” is Changing Marketing. And Why Canada is Being Left Behind.
July 11, 2013
The following interview was conducted with Brand Matters’ president and founder, Patricia McQuillan. In 2017, we returned to the content of this interview confirming the same theme with the latest information available through the CMA and Conference Board of Canada. Q. Canadian consumers are primed to engage in the digital economy. But are Canadian brand managers… [read more]