Tag: growth

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Insightful writing about … insight

I’m reminded of a time when I was called to Dubliners Pub at Winsland House. Recently opened, its extensive out-door seating was seeing poor beer sales and nothing could shift sales. So I visited, sat and observed. I saw lots of large pints sit unfinished and few staff venturing out of the cool air-con into the happy-hour heat. As a pint-drinker myself I found the second half of my drink became rather warm rather quickly , but there was no way I was going to throw it away neither would I order a replacement until the rapidly warming beer was drunk.… Read more

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Where will GIANT-5 grow next?

They were once the BIG 5 — Apple, Microsoft, Amazon, Alphabet, and Facebook – they are now the GIANT 5 as their market capitalisation rose to a new record of $6.6 trillion.  Investors are asking where future growth will come from.

Since their combined low point on March 16, 2020 their market capitalisation has soared by 51%. That’s an increase of $2.1 trillion in a little over three months.… Read more

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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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Grow your B2B business through increasing advertising

And the purpose of advertising is to Expand Your Customer Base.

In the last two weeks i’ve discussed the failure of benchmarking and the leaky bucket. If you benchmark against your competitors you can only hope to perform at best at their current level.  Maybe you need to move outside your category to identify new and innovative ideas.  Plus you leak customers despite your best efforts to patch your business it leaks.… Read more