Tag: activation

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How much should I spend advertising my B2B business

The amount of money you should invest in building the image of your brand is a very contentious subject.  What is happening is the amount of investment in brands is falling, and the number of brands investing ahead of their share of market is decreasingand the effectiveness of advertising campaigns has declined with Short-termism is rising.

 

But recent in-depth research by Binet & Field has shown ( see here ,  here and here) that to grow your business you need to invest more in image building advertising and avoid the short-termism of sales activation.… Read more

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Brand building vs Activation in B2B

Two questions today… why did Caterpillar start building sandcastles? And what works to sustainably grow your business?  Answers later

If we looked at what B2B businesses are doing now, you’d think short term activation is the best way to grow their business.

Short-term, thats probably right… get the sale. But recent in-depth research by Binet & Field has shown ( see here and here) short-termism is doesn’t sustain that growth.… Read more

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What’s needed for Effective strategy implementation?

To start a new year, I’d like to look again at what I believe is the most important thing in business… doing the right things right.

And on the first day of January, I’d like to focus your attention on HOW to do the thing right…

I run a strategy day for SMU for various corporate clients… in the morning we discuss what we need to do… the “what” of strategy development.… Read more