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Marketing During A Pandemic

The Impact Of Covid-19

Marketing during a pandemic is tough, particularly for small businesses. Public fear, social distancing, economic distress and a host of other factors have affected commerce across the globe. 

While businesses engaging in essential goods and services may get by, it’s those in non-essential segments that face the brunt of the crisis. Most do not have contingency plans for marketing during this period, simply because, they are rare.… Continue reading →

Why Marketing Messages Fail

Don’t Blame The Messenger

So, you burned the midnight oil, went through countless iterations of your work, consulted David Aaker’s book on “Signature Stories (Amazon link)” and have unprecedented confidence in your marketing message. Yet, the best crafted messages still fail to hit their mark.

The trouble with marketing messages is that you (the author) can never fully guarantee that the audience (the recipients) will find affinity, no matter how credible or well-constructed the message may be.… Continue reading →

When Omnichannel Breaks Down

Build For Consistency

Omnichannel anticipates that customers may interact with one or several channels before completing their purchase as they progress in their buying journey. The customer’s transition in between channels must be fluid.”

The buzzword, ‘Omnichannel’ broke onto the scene when businesses realized that customers explored several interaction nodes before completing a transaction.  For instance, customers interacted with the business through social media, toyed with the product in-store, made a purchase online and finally have it delivered.… Continue reading →

3 Elements Critical To Brand Success

Setting Up For Brand Success

I’m often asked what’s critical to brand success. While I have to say, ‘many things’, in truth, for me there are three vital elements that stand out.


Far too often, marketers obsess over the short run, not giving themselves or the brand enough time to fully unfold. They frequently change direction when they don’t get those quick wins.… Continue reading →

How To Reposition The Competition

Use It Against Them

In an already complicated market space, positioning your product can be a very difficult task. Finding that uncontested ground is very similar to finding a needle in a haystack. So, if you had to reposition the competition, the job is a lot harder.

Repositioning is taking an established space that a competitor owns in the consumer’s mind and using an inherent weakness in it to debunk its claim.… Continue reading →

Top 5 Branding Blunders Of 2018.


In a previous article I wrote, “Common Branding Mistakes“, I highlighted some pretty eliminatory mistakes that companies make with their branding. However some mistakes turn out to be blunders. Going through some of them, I thought it would be worth discussing, at least in my opinion, the top 5 branding blunders of 2018.

What surprises me about these blunders, is not the fact that they came from globally renowned brands, but that the creatives were conceptualized and approved without anyone noticing very obvious land mines.… Continue reading →