There used to be a time when companies could launch their products to all. Not any more.
In my work with many small and medium enterprises years ago, I have noticed hat many of these businesses consistently make the same marketing mistakes.
Brand building is no small task. Developing a brand is a meticulous process for all businesses. Most brand custodians decide to reposition or rebrand once in several years.
Digital economy and social media proliferation have accelerated the cry for accountability in advertising and marketing.
You know that your competitive advantages and meaningful differentiation have eroded when your sales people ask for price reduction or when you have to compete on price.
Most brand managers routinely apply the fundamentals of marketing famously documented by the likes of Phil Kotler and Al Ries when it comes to advertising, positioning strategies, logo designing an