Basic Marketing Skills

Marketing Training

This article aims to provide you with the knowledge to start a simple marketing campaign for the first time, or to give you a reminder on the simple things you have to get right before you can expand your businesses marketing strategies. Marketing is defined as the action of promoting and selling products or services, including things such as market research and advertising. Whether you are looking to start a business or you own an already successful one, raising awareness among potential customers should be an ongoing process. However, it can be a hard thing to get right and here are some things to know about marketing. Although there are many different types of marketing, in these modern times the …

Brand Strategy: An Extension Too Far?

Marketing Training 0 Comments

Brand Extensions and How To Grow Your Brand The remit of a brand manager is to grow the brand strategically and successfully and for the long-term. Unfortunately, it seems that many dismiss the latter. In my brand training I go into detail about how to grow a brand and this includes brand extensions. There is a right way and a wrong way to extend your brand. If you have a recognisable and consistent core to your brand you are afforded the option of extending the brand – but never at the expense of the core. What do I mean about the core of the brand? Let’s take an example we are all familiar with – Kit Kat. Ask any number …

The Power of Branding: Lucozade & Ribena

Marketing Training 0 Comments

Power Brands For many in Britain, Lucozade and Ribena offer a reminiscence to their childhood days. Days when you had Ribena delivered in glass bottles undiluted and Lucozade was drank only by the sick and unwell. So for a certain generation, there will be a sense of nostalgic loss at the news today that both ‘brands‘ have been sold to a Japanese drinks company for £1,350,000,000. That is a huge figure. So how did we get here? What they are buying In my branding training I reveal how a ‘brand is a promise’ – shorthand for a promise of a collection of benefits that the consumer will receive. In essence, an answer to the question ‘why?’ – why should I …