The entrance to the British Library’s latest exhibition on writing is marked by three artefacts: an Egyptian figurine, a label for an Egyptian mummy, and a Mesopotamian clay object. All dates from 2000 years ago or more. And together the items articulate the three reasons why humans developed writing: communicating, […]
Look I’m clearly no Harrison Ford. I haven’t uncovered any implausibly powerful religious artefacts recently, fought off any Nazis, or raced through any abandoned mine shafts. But occasionally – when things are going well – the B2B Marketing profession makes me feel just like Indiana Jones. That’s because B2B marketers […]
I sometimes find myself helping businesses that use an abundance of naming conventions for their companies, products, and services. Where the target market for all these names is the same, using a large number of names in your marketing simply confuses your customers. Simplification rules. Always. It’s always worth thinking […]
It’s the time of year when businesses like to ask for your objectives for the year. How they do this varies from organisation to organisation. Sometimes it’s a tick-box exercise run by the HR team. Sometimes there’s a protracted exercise to ensure that objectives cascade down or up the business […]
Those who have experienced my handwriting will be delighted to hear that I have started to learn to draw. And that’s been a revelation. I’ve learned that I haven’t been drawing what I’ve been looking at. I’m not seeing what is really there. Let me explain. From an early age, […]
In the last hour of the working day on Friday, I received 43 e-mails from marketing agencies soliciting work and three phone calls. I’m not sure how representative of a typical hour in a typical week this figure is. Nor am I sure how much of this is the tip […]
At a time when Brand Britain is taking a pounding across the globe, it’s rather nice to see a report launched celebrating a Brand Britain success story. This week, the UK Government issues a state of the nation report into UK FinTech. And the report paints the picture of a […]
There’s a fascinating marketing discussion that has kicked off on LinkedIn over the last few days concerning a tube advert for Minor Figures that can be seen right now at Holborn Station. Minor Figures is a rather nice brand of organic cold brew coffee. It comes in cans and each […]
I’ve been talking about how to develop a good B2B marketing plan in my last few posts. There are plenty of good business and marketing models to use to help you with your plan. Michael Porter’s 5 Forces Model is my favourite for use in your marketing audit of the […]
One of the key challenges that any B2B marketer has is to ensure that the customer is considered and put at the heart of a business’s plans. Marketers try to think of the customer first – “outside-in” and using the customer’s words. That means aligning a company’s products and services […]
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