Successful businesses increasingly place coherent brand strategy in the centre of everything they do. What part is brand strategy playing for you? Are you using it to control and coordinate, protect and drive forward your business? If not, why not?

There’s a lot of nonsense spewed out about the fact that now all audiences are the same. You don’t need, the wisdom goes, any of the old style labels: B2C, B2B, it’s all one. Marketing convergence is the order of the day; there's been a bit of a 'nomenclature arms race' about how to describe it recently, with some going as far as to group everything under one roof, such as H2H (Human to

Who owns your brand – the CMO or CEO? The short answer should be "neither"...

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Why do brands make it so hard for business buyers to buy from them?

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Are management consultancies and creative agencies warring for work? And are either capable of delivering brand strategic thinking that works?

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Let's not panic about Russia's ambitions. Instead, let's try to see it as pragmatic business strategy.

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How can private healthcare providers adapt, differentiate and maintain service in a world of greater demand?

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A surprising partnership between security and brand thinking may provide new and different ways to combat data worries within consumers and organisations.

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Market evolution is making strategic outsourcing attractive. But before you choose your outsourcing partner, it's vital to understand important issues about your brand and business needs.

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A look at the quest for simplicity in global brands and ways that businesses can strive for simplicity that differentiates, without oversimplifying.

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All markets are open and emerging. It's vital for high-tech companies particularly to understand how marketing their innovation is vital.

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The charity and not-for-profit sector is home to some powerful brands, astonishing creativity and great marketing campaigning.

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Differentiating your proposition is critical if you're to get competitive advantage and deliver strategic marketing that makes your consumers pay attention.

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Digital Marketing is a key marketing buzzword right now, but is it becoming obsolete? Here P&G head of brand discusses what integrated marketing really means and how digital should be seen.

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Jonathan Adler, successful pottery designer, believes 'brand is corrosive'. A view of what brand means and how to tell good from bad.

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John Hegarty thinks advertising creativity is declining. Can industry leaders help? Look at demand change, consumer change, new media and industry adaptation.

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A suggested way to build customer conversations and business effectiveness, together.

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Brand strategy, business strategy and change definition and management are now coming together. At MTD we call it Brand Conduct.

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If everyone has the same tool, can it still give you an edge? Of course: it depends, like everything else, on how you use it.

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The ability of professionals on the ground to assess situations and respond to information immediately should not be taken away, even as we move towards a centralised data-led approach to decision-making.

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Retail survival depends on finding new ways to combat retail fatigue by delivering better customer experiences.

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Switching off from the always on world can make you a better and more rounded person capable of better decision making, planning and thinking.

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Gap analysis is a powerful brand and business tool - but to use it correctly you have to be willing to jump into the gaps!

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It’s time to change the model – and the relationship – in financial services.

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We're addicted to smartphones and mobile devices. Sometimes it might be better to switch off to think differently and find creative answers to our challenges.

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ROI are the three sweetest letters in any marketer’s alphabet. They’re how we prove relevance and measure our impact.

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Discovery processes end with knowledge. Admitting you don't know to prospects or customers is a powerful way to engage them.

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A recent trip to a Starbucks in China reminded me first-hand why brand matters - not just the logo - but the whole experience.

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Who doesn’t recognize the correlation between military strictures, successes and failures and those of business?

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Marketing organisations are fragmented and marketing strategy can't connect or deliver increased sales or business growth. How can you stop this?

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Marketing is about enablement. But we can do more than enable sales and marketing. We can enable business growth.

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In our dynamic markets, buyers buy from brands. So we have to move buyers to brands to make a real difference.

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CEOs see marketers as not delivering value. But the real need is for leadership to help redefine marketing's role within brand.

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To be strong, sharp and flexible, marketing teams must create robust overall strategies and hone them for specific audiences.

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Your corporate values can aid in brand recognition, marketing campaigning and business growth. Make sure business values are fit for purpose.

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All businesses need to be aligned to ensure effective and efficient innovation, marketing and sales. So why are so many businesses badly aligned, and how can they make a change?

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Enablement is at the heart of marketing. How can we enable sales, enable business growth? But enablement is about much more than sales - it's about the whole business.

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Traditional sales approaches are not delivering efficiently. Challenger sales are provably more effective. What are they and how can you make sales teams and salespeople more challenging?

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Marketing strategy and brand strategy are not nice-to-have - they are essential to business alignment and business growth.

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How can business leaders achieve greater business cohesion? By tapping into brand and marketing's unique approaches.

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McKinsey's analysis of businesses' increasing need for strategy overlooks brand strategy; a flawed approach.

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Some guiding principles that start to build a bridge between brand theory and practice, and begin to encode a more flexible and omnipresent brand culture.

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We run events all the time for our clients. Get the best out of an event with our top 10 tips for making industry events a success.

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In today's world there is great opportunity but increasingly only for businesses that adopt an attitude and culture of new thinking, responsive planning and decisive action and communication.

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Brand is a fundamental part of modern living. The way we think, the way we conduct ourselves, the choices we make and the way we talk are governed by brand.

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In business, the past is only useful if you use it to improve current position and adapt to future events.

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As Bob Diamond leaves Barclays, is the real impact not about what happens to the business, but to the long term brand?

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In our over-crowded, over-analysed, and over-branded world, real business/brand values are hard to find. And the truth becomes more important than ever.

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The business world is in greater flux than ever. But to inject adaptability into your workforce or career means addressing the five ‘A’s.

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Isn’t it time to realise the true value of embarking on brand development as central to business strategy and planning?

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We take a look at the UK’s unbalanced economy and how we can get it back.

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Big Data is often compared to an ocean – it's the cliché of choice. But maybe we should consider it anew and look at what it might really means.

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Question: is the brand the CEO’s or CMO’s responsibility? We consider this question and argue that the short answer is neither of these options.

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It's important to market mergers & acquisitions properly. Not doing so can lead to brand reputation and market penetration failure.

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Consumers play a part in every product and service evolution. Learn how to understand and influence others with these 6 easy empathy lessons.

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Do we always need to ‘think outside the box’? We look at some of the considerations when putting together a marketing strategy or marketing campaign.

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Don’t betray your brand; tell the truth, stick to it and don’t try to ‘manage’ your consumers.

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Can we do it? Yes, we can? Rejuvenate your tone of voice and your rebrand can be complete, be compelling and rejuvenate the business.

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It’s time to think about how businesses can move forward, create and inspire, even if it means rubbing the status quo up the wrong way.

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In many organisations there is a gap between the need to create change and the capability to do so. Businesses need real leaders in order to make that change.

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