When thinking about creating a new brand, it’s fairly obvious that the primary elements of the name and logo and some secondary elements, such as the visual graphic language and tone of voice, are all essentials requirements. So no real news there then. But what about the other elements that are important when creating a brand?  read more...

The marketing profession has different mixes and understanding these, let alone using them, can be quite daunting for some.

Also, marketers don’t do a very good job at communicating these. Yes, we can see the irony here, but the resulting confusion can hinder the planning process as well as limiting the buy-in you need from other departments.

So there is the Marketing Mix, the Promotional Mix and the Marketing Communications Mix. What are they, how are they different and are they still relevant?   read more...