Branding

These mistakes may be innocent enough, but can carry substantial, financial repercussions and unintended brand erosion. Understanding cultural differences from both a business POV and a social POV is paramount to succeeding in global waters. If you are new to the challenge of pursuing business in foreign territories please be […]

You can literally change the past by altering your perception of it. The past has no effect except by its influence on the present. By changing the past that exists in your consciousness, you alter its connection to the present reality. Time does not exist, it is an illusion, so […]

Shakespeare, in Act 2 of his circa 1603 play Othello, said it best: Reputation, reputation, reputation. It is the original personal brand and one of the defining realities of our lives. For Solopreneur consultants and other self-employed professionals, reputation governs the number and quality of projects made available to us […]

Kotler and Armstrong define marketing as “the process by which companies create value for customers and build strong customer relationships in order to capture value from customer in return.” This definition alone can explain why marketing is important, but let’s outline several reasons why marketing should be one of the […]

Private label products or services are those manufactured or provided by one company for offer under another company’s brand. These are also known as store brands, private brands, or private goods. Private brands are available in a wide range of industries from food to cosmetics. In the past, these products […]

Niccolò Machiavelli. His name conjures everything devious, cunning, malicious and cruel. To call someone Machiavellian, or a Machiavel, is not a compliment, unless it be considered praise for unethical behaviour. In Shakespeare’s Othello, Iago is a supreme Machiavel, quite possibly the ultimate and best-known Machiavel in dramatic literature. However, there […]

Goodwill is the term used to describe the ‘good name’ or ‘reputation’ earned by a firm as it trades. If a business provides a good service to its customers, it is hoped that they will come back again and again to you the services of that firm. This in turn will […]

In the world of business development and branding, going digital is all the buzz. So just what is digital marketing and how can we use it to grow our businesses? Digital Marketing Defined Digital marketing is the advertising and promotion of businesses and their brands through digital media channels. Digital […]