Building hype for a brand is not about noise. The brands that generate genuine anticipation do so by making people feel like they are about to miss something real, not by shouting louder than everyone else. The most reliable ways to build brand hype combine scarcity, social proof, community, and consistency, deployed in a sequence…
Internet advertising strategies are the frameworks that determine how, where, and why a brand spends money to reach audiences online, from paid search and programmatic display to video, social, and connected TV. Done well, they create demand and capture it. Done poorly, they just recycle the same intent that was already there. Most brands are…
A marketing plan is a commercial document. It exists to align budget, effort, and timing behind a set of business outcomes, not to demonstrate how much thinking went into it. The plans that work are the ones that get used, which means they have to be specific enough to guide decisions and flexible enough to…
Media scheduling is the decision framework that determines when, how often, and across what timeframes your advertising runs. Get it right and your budget compounds. Get it wrong and you spend the same money for a fraction of the return, not because your creative was weak or your targeting was off, but because the timing…
A PESTLE analysis maps the external forces shaping your market: Political, Economic, Social, Technological, Legal, and Environmental. Done well, it gives marketing teams a structured view of the conditions their strategy will operate in, before a brief is written or a budget is committed. Most marketing teams skip it entirely, or produce a version so…
Advertising works. The honest answer to whether ads deliver results is yes, with conditions. The conditions are where most marketing budgets quietly bleed out. Ads work when they reach the right people, at the right frequency, with a message that connects to a real need. They fail when any one of those variables is wrong,…
Industry competitive analysis is the process of systematically evaluating your competitors’ positioning, capabilities, and market behaviour to inform your own strategic decisions. Done well, it tells you where the market is heading, where competitors are vulnerable, and where your own resources are best deployed. Done badly, it produces a PowerPoint slide deck that nobody reads…
Pricing strategies are the frameworks businesses use to set what they charge for products or services, and they have more direct impact on profit than almost any other marketing decision. Get pricing right and you protect margin, attract the right customers, and create a defensible market position. Get it wrong and you compete on price…
Influence: The Psychology of Persuasion by Robert Cialdini is one of the most cited books in marketing, and also one of the most selectively read. Published in 1984 and updated since, it identifies six principles that shape how people make decisions: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. Most marketers know the…
Porter’s Five Forces is a framework for analysing the competitive structure of an industry by examining five pressures that shape profitability: competitive rivalry, the threat of new entrants, the threat of substitutes, the bargaining power of buyers, and the bargaining power of suppliers. Developed by Michael Porter at Harvard Business School in 1979, it remains…
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