Every marketer is focused on how best to grow their brand and the obvious way to do that is to gain ...
Get Nigel’s Opinion
What makes a brand distinctive?
In Chapter 8 of How Brands Grow, Byron Sharp states: "Rather than striving for meaningful, perceived...
What makes a brand different?
In Chapter 8 of How Brands Grow, Byron Sharp states: "Rather than striving for meaningful, perceived...
Beyond Double Jeopardy: the missing dimensions of brand building
I think the Double Jeopardy empirical generalization is too often used to justify a simplistic recip...
Forget short and long-term, think about the buyer cycle instead
Take the chart from my post about how purchase decisions are made, wrap it into a circle, and you ge...
Why marketers need to grow penetration at a profit
Growing penetration is the main growth driver available to marketers, but unless that growth is achi...
After disruptive growth come incremental gains
Which would you prefer? Disruptive growth or incremental gains? I suspect most of us would opt for d...