Traditionally, marketers segmented their markets by geographical location, ethnicity, marital status, age, etc., but that doesn’t mean that everyone of a particular age thinks the same and has identical needs? In this Vlog, Grant explains that today, if you want your message to resonate, you need to understand what makes your target market tick.
The Limits Of Authenticity
The year after Volkswagen faked their emission figures for their diesel cars, their sales went up. In this vlog, Grant explains what happened.
How Culturally Relevant Is Your Brand
The power of a brand is that it’s familiar, but In this vlog, Grant explains that even if familiarity is a brand strength, there are times when a company must decide to change its positioning.
Great Content Isn’t Enough For Crowd Culture
Have you ever made a great video, white paper or podcast and then been disappointed with how few views, shares or likes that it received?In this Vlog, Grant explains the reason is that just making good content is simply not enough.
Why Fairness in Business Matters
When Whitney Houston died in 2012, were Sony Records right to immediately increase the prices of all her albums? In this Vlog Grant explains that the answer is a definite YES … and NO.
Pick Your Pond
Are there so many competitors in your marketplace that you find it difficult to cut through the noise? In this Vlog, grant explains that you have got to ‘pick the right pond’.
Is reputation a process?
It’s currently very fashionable to say that businesses need a PURPOSE or a WHY. In this VLOG Grant explains that for it to work, a business needs two characteristics…
How do you get more bang for your buck from your marketing and make it really effective?
In this Vlog Grant explains how it’s all down to the ‘homogenous unit’ principle
You don’t have a personal brand
Why is it that so many people extol the virtues of personal branding? In this VLOG Grant argues that only products need a brand, not human beings
Competition ain’t what it used to be
You may not have thought that Harley Davidson’s main competitor was a living room extension, but it is. In this VLOG, Grant Leboff explains that today, companies that you should class as competitors isn’t as obvious as it appears.
