Alan Kaplan Many SME’S ask about the relative merits of conventional versus digital marketing. This depends on many factors such as objectives, strategy, target market, budget, timing, degree of interaction required and others. For larger corporations brand marketing has traditionally occupied a large slice of conventional media primarily through TV but also in print, and […]
Read More...Alan Kaplan International trends confirm that time spent with social media continues to grow at a considerable rate with social networking and blogs accounting for approximately twenty five percent of time spent online. In tandem with this, the use of social media in a business context has been growing for both large companies and SME’s. […]
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Leave a Comment (0) →Alan Kaplan Marketing strategies are vital to any organisation. Whilst there are many different strategic models that are regarded as sophisticated in today’s business environment, some classic and conceptually simple strategies are as valid today as the time they were conceived. In 1957 Igor Ansoff developed his now famous growth matrix. Whilst some regard it […]
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Leave a Comment (0) →Alan Kaplan A significant issue with many SME’s is that they personally lack the internal resources to optimise performance. This could be due to time constraints or a lack of skills or experience in specific areas. In these instances a professional business consultant can add significant value in many ways, providing that key criteria are […]
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Leave a Comment (0) →Alan Kaplan Brand building is an essential activity for any organisation whether for profit or not for profit. There are many facets which help shape and develop an optimal brand identity, one of which is a tagline. The stronger the synergy between a well developed and successful brand name, logo and tagline, the better the […]
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Leave a Comment (0) →Alan Kaplan Brands have enormous potential to create wealth for their owners. The brand value of many of the world’s largest corporates such as Google and Apple is billions of dollars and in some instances constitutes the majority of the value of the enterprise. According to Brand Finance Nike (84%), Prada (74%) and Acer (71%). […]
Read More...Alan Kaplan Brand building should be an essential part of the growth of all organisations. As various components of brand equity, (such as awareness, salience, brand loyalty and advocacy) strengthen, they impact positively on brand performance and on future discounted cash flows, which in turn, enhance the financial value of the brand. This has positive […]
Read More...Alan Kaplan One key element in the creation of successful brands is the ability to augment a core product or service with additional and distinctive values that distinguish it from competition. Whilst many SME’s focus on functional values, far fewer develop brand values that are less easily copied, like emotional and expressive values of optimal […]
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Leave a Comment (0) →Alan Kaplan As we have emphasised in previous posts, brands are potentially a substantial source of income and value to organisations. Brand names chosen at either organisational or product levels can serve as a strong signal to customers and other stakeholders and, as a consequence, a well crafted brand name can enhance the prospect of […]
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Leave a Comment (0) →Alan Kaplan SME owners start a business for many reasons. For some, the financial potential is the primary motivator, whilst for others lifestyle, or a passion for a particular activity, may be the primary driver. Many, particularly in these times, start a business because they are unable to find suitable employment. Whilst some SME owners […]
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