APPROACH
Effectiveness before fashion.
Modern marketing is obsessed with communications, especially digital. It matters, but it comes at the end of the process, not the beginning.
Done properly, marketing follows three phases, in order.
FIRST PRINCIPLE
"Marketing is the whole business seen from the customer's point of view."
PETER DRUCKER · 1954
BRAND & STRATEGIC MARKETING CONSULTANCY
Marketing means more than communications. It means profit.
BRAND & STRATEGIC MARKETING CONSULTANCY
Marketing means more than communications. It means profit.
I help SMEs and scale-ups build customer-led marketing strategies that grow the bottom line — not just follower count.
I help SMEs and scale-ups build customer-led marketing strategies that grow the bottom line — not just follower count.
01
Diagnosis
Start with the business issues and, above all, the customer. Through research, the “voice of the customer” becomes the driving force, so the business is genuinely market-led rather than guessing.
02
Strategy
The “holy trinity” of marketing: segmentation (how the market is structured and what people want), targeting (who to focus on, and who not to), and positioning (what your brand should mean to them).
03
Execution
Finally, the tactics, the Four Ps: Product, Price, Place and Promotion. Tactics without strategy are, at best, a waste of money.
THE TEST
Does the strategy pass the 3Cs test?
C1
Customer
Is your offer something they really want?
C2
Competition
Is your offer better than or different to anyone else?
C3
Company
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Is your offer something that you can actually deliver?
Make sure you build on what customers really think, not what you assume they think.
QUESTIONS