The Delusion of Expertise Picture this: A CEO slams their fist on the boardroom table. “This ad is genius,” they declare. “It’s bold, disruptive—it’ll go viral!” Six months later, the campaign flops. Customers are confused. Sales flatline. The team scrambles to...
strategy
How To Determine an Appropriate Marketing Budget For Your Business
Determining an appropriate marketing budget is crucial for ensuring that your marketing efforts are both effective and sustainable. The right budget will depend on various factors, including the nature of your business, the competitive landscape, your business goals,...
How To Determine Your Marketing Mix (7Ps)
The Marketing Mix, often referred to as the 7Ps, is a set of controllable marketing tools that a company uses to create a desired response in a target market. The seven elements are Product, Price, Place, Promotion, People, Process, and Physical Evidence. Determining...
What is a Unique Selling Proposition (USP) and How To Create One?
A Unique Selling Proposition (USP) is a statement or framework that communicates the unique benefits or values your product or service offers compared to competitors. The USP distinguishes your offering in the market, addressing why customers should choose your...