Points of difference marketing is the practice of identifying and communicating what makes your brand meaningfully distinct from competitors in ways that matter to buyers. Done well, it gives customers a reason to choose you that goes beyond price. Done poorly, which is how it usually gets done, it produces a list of claims that…
Performance growth marketing is the discipline of combining paid and organic performance channels with growth strategy to acquire customers, expand revenue, and scale efficiently. Done well, it connects channel tactics to business outcomes. Done poorly, it mistakes demand capture for demand creation and calls the difference growth. Most businesses are doing the second thing. They…
Global marketing strategies fall into four broad models: standardisation, localisation, internationalisation, and glocalisation. Each represents a different answer to the same fundamental question: how much should your marketing change as you cross borders? The right answer depends less on theory and more on what you’re actually selling, who you’re selling it to, and how much…
Growth strategy marketing is the discipline of deciding which markets to enter, which customers to pursue, and which levers to pull to generate sustainable commercial momentum. It sits above campaign planning and below corporate strategy, and it is where most marketing plans quietly fall apart. The failure mode is almost always the same: companies confuse…
Core customer value marketing is the discipline of identifying what your best customers genuinely value about your product or service, and building your go-to-market strategy around that insight rather than around what you want to sell. It sounds obvious. In practice, most companies do the opposite. The gap between what a company thinks it offers…
Marketing strategic options are the set of choices a business makes about where to compete, how to grow, and what role marketing will play in achieving commercial outcomes. Most frameworks reduce this to a 2×2 matrix and call it done. The reality is more demanding: the right strategic option depends on your market position, your…
Business repositioning is the deliberate process of changing how a company, product, or service is perceived in the market, usually by shifting the audience it targets, the value it emphasises, or both. Done well, it can reverse declining revenue, open new competitive space, and give a sales team something worth saying. Done poorly, it creates…
Customer motive identification is the practice of understanding why people buy, not just what they buy or when. It treats the underlying reason for a purchase as the strategic foundation for everything from messaging to channel selection to product positioning, rather than an afterthought layered on top of a campaign brief. Most marketing skips this…
Core customers are the specific segment of buyers who generate disproportionate value for a business, stay longer, refer more, and respond most reliably to your marketing. Identifying them precisely, rather than broadly, is one of the highest-leverage decisions a go-to-market strategy can make. Most companies think they know who their core customers are. In my…
The four basic marketing strategies are market penetration, market development, product development, and diversification. They come from the Ansoff Matrix, a framework developed in 1957 that maps growth options against two variables: whether you are selling existing or new products, and whether you are selling to existing or new markets. It is one of the…
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