Samsung’s B2B marketing strategy in 2024 is a masterclass in how a consumer brand can credibly operate in enterprise markets without abandoning what made it recognisable. The company runs a parallel commercial structure, with dedicated B2B divisions selling displays, mobile devices, and infrastructure to organisations across healthcare, retail, education, and government, while its consumer brand…
A benefit brand is a brand that owns a single, specific functional or emotional benefit so completely that the benefit and the brand become synonymous in the consumer’s mind. Think of a brand where the product claim and the brand name are essentially interchangeable, where the positioning is not a campaign layer but the entire…
Marketing efficiency and marketing effectiveness are not the same thing, and confusing them is one of the most expensive mistakes a business can make. Efficiency is about doing things with less waste: lower cost per click, better conversion rates, tighter operations. Effectiveness is about whether your marketing is actually driving business growth, reaching new audiences,…
Procter and Gamble’s approach to growth innovation is not a single playbook, it is a discipline built over decades: invest in understanding people deeply, build brands that earn preference rather than just awareness, and grow through new audiences rather than squeezing harder on existing ones. The companies that study P&G and come away with a…
CRM and loyalty programs are not the same thing, and treating them as interchangeable is one of the more expensive mistakes a marketing team can make. A CRM is a data and relationship management system. A loyalty program is a customer retention mechanic. They serve different functions, they sit in different parts of the business,…
The marketing planning process is a structured sequence of decisions that moves a team from business objectives to funded, executable activity. Done well, it connects strategy to budget to measurement before a single campaign goes live. Done poorly, it produces a document nobody reads and a plan nobody follows. Most planning failures are not failures…
Low brand awareness means potential customers cannot recall or recognise your brand when making a purchase decision. That gap between existing and being considered costs revenue directly, because buyers rarely evaluate what they cannot name. The problem is not that people have not seen your logo. It is that your brand has not earned a…
Marketing burnout is what happens when the volume of activity consistently exceeds the clarity of purpose. It is not primarily a wellness issue. It is an organisational one, and treating it as the former while ignoring the latter is one of the more expensive mistakes a marketing leader can make. The symptoms are familiar: high…
Mark Ritson’s 14-step marketing process is one of the most complete frameworks available to practising marketers. It runs from market orientation and diagnosis through to brand strategy, communications planning, and execution, covering the full arc of what good marketing actually looks like when it’s done properly. The question worth asking is not whether the framework…
Publicis Groupe has spent the better part of a decade acquiring its way into a structurally different business. The acquisitions of Sapient, Epsilon, Publicis.Sapient, and more recently Influential and Mars United Commerce are not isolated deals. They represent a deliberate, sustained bet that the future of the holding company sits at the intersection of data…
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