Blog

November 19, 2024

The challenge of taking creative risks in marketing

How do marketers balance the potential reward of creatively ambitious marketing, with the personal risk inherent in the decision to say ‘yes’ to that big idea? The main message in Boston at the B2B

illustration of christopher columbus and a world map
November 1, 2024

What has Christopher Columbus got to do with marketing in a small business?

This legendary explorer set out to find a route to Asia, across the Atlantic. Instead, as we all know,  he landed in the Caribbean. However even as he lived out his life in what is now Haiti, he insisted

two businessmen shaking hands
October 16, 2024

How do the concepts of Mental and Physical Availability play out in B2B?

As a B2B start up myself, I ponder such matters. I can fully see the easy relevance of these two tasks proposed in “How Brands Grow” in the consumer goods world. Your product has to be “familiar” 

woman looking face to face at a robot
October 4, 2024

The unparallel value of human intelligence over artificial intelligence

Artificial Intelligence Exploration Artificial intelligence (AI) has sparked interest in both small and large businesses. Some small businesses feel if they haven’t implemented AI-driven solutions they

woods in autumn
September 26, 2024

Analysis Paralysis: Why Marketers Need to Keep Their Eyes on the Forest Not Just the Trees

Modern marketing, particularly in the digital space, promises a golden era of data points based decision-making. In theory, we can measure nearly everything, allowing our marketing strategies to be guided

woman typing on laptop while holding a baby
September 4, 2024

The Unspoken Truth: Running a Small Business is a Lot Like Raising Kids

 The early days As a small business owner, have you ever caught yourself thinking, “This is just like a new baby!”? Some of you may relate to this, especially if you in the early stages of

woman filming herself unpack packages
July 18, 2024

The impact of the attention economy on marketers

Marketers often assume that consumers will watch all of their 10-second ads on YouTube or stick around for the entirety of their Instagram carousel. The reality, however, is that you’re likely to be

passion led us here writing on concrete
July 7, 2024

Why being a small brand isn’t the marketing disadvantage you think it is?

Marketing theory often highlights the inherent disadvantages faced by small brands. Firstly, customers’ brains naturally gravitate towards familiar names, equating well-known brands with trustworthiness.

a group of young people sitting together at a table and drinking coffee
June 26, 2024

Don’t trust your gut: The importance of peer-to-peer perspective in marketing

According to CB Insights, 14% of businesses fail due to poor marketing, and research from the Sales Benchmark Index shows an estimated 71% of companies fell short of their marketing campaign revenue

white letters A and D on a blue background
June 18, 2024

AD FATIGUE: IS IT REALLY THE PROBLEM YOU THINK IT IS?

In the ever-evolving marketing landscape, the term “ad fatigue” has become a common refrain in marketing discussions.   This concept suggests consumers are growing increasingly weary of advertisements

man working on laptop, having a headache, massaging his head
May 27, 2024

The biggest marketing mistakes to avoid as a small business

No matter what industry you’re in, marketing is essential for boosting brand awareness, increasing your market share and driving your business forward. Usually, successful marketing involves playing

office meeting - team members looking at papers
May 15, 2024

They say size doesn’t matter. They’re lying

There may be few certainties in life, but when it comes to the marketing world, there are several hard facts that account for why it is really, really tough to go from being a small business to a large

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