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5 free tools to help you write content

Website Development

At Mackman, we often ask clients to write their own content with guidance and prompts based on insight around target audiences and search engine optimisation. Whilst not all of our clients profess to be copy writers, they do know their business and industry inside out, and with our help and support they are able to […]

How to Create Effective Taglines and Straplines

Branding & Brand Development

This piece is written for the benefit of small to medium size organisations who, for whatever reason, wish to create an effective tagline or strapline for their own brand and proposition without the aid of professional consultation. In this, we reveal some of the theory behind the use of brand taglines and straplines, and the […]

What is Brand Stretch and Brand Extension?

Branding & Brand Development

The most successful brands never stand still. Innovation is today’s currency and all brands have to find ways to maintain the purity of their unique essence, whilst also expanding the basket of products that they have to sell. Two key ways that they can achieve this are through brand stretch and brand extension. This piece […]

What Are Challenger Brands Doing In 2020?

Branding & Brand Development

The first decade of the 21st century has seen the continued rise of the challenger brand as it accelerates and morphs from its early establishment in the 1990s. This is not least because, although challenger brands come in all shapes and sizes, the application and diffusion of automation and digitisation has reinvented many traditional sectors. […]

House of Brands or a Branded House?

Branding & Brand Development

If the terms ‘House of Brands’ and ‘Branded House’ are not familiar to you, this piece is designed to help you to understand how these two branding concepts may be of value to your business as it develops, meets challenges and takes advantage of opportunities. The outward facing and corporate difference between the two is […]

What is the Experience Economy?

It is now more than 20 years since B. Joseph Pine II and James H. Gilmore, co-founders of Strategic Horizons LLP, first published their book, ‘Welcome to the Experience Economy’. Given author’s names like ‘B. Joseph Pine II’ and ‘James H. Gilmore’ you’d be right to think that this was a) American with the potential to be b) some […]

The Importance of Customer Retention

In any business, no matter the size, acquiring new customers will always be a key part of growth and ongoing profitability. However, retaining existing customers has a vital impact in the form of long-term benefits, comparatively small cost, and maximising return on investment. The importance of customer retention is therefore paramount. In recent years, marketing […]

How To Create A New Brand Name

Branding & Brand Development

At this time in early Spring 2020, it is clear that a number of businesses, large and small, are being adversely impacted by the global health crisis. Many poorly managed operations will find it difficult to survive, as will some well managed, under-funded businesses if the situation continues for too long and Government support is […]

Low Cost Marketing Tips for Micro-Businesses & Start Ups

There are as many ways to market a start-up business as there are types of business. From a private airline to a bespoke birthday cake provider to a chicken farm to an engineering company, the list is endless. A few start-ups with ready-made customer bases need no marketing at all. For all the others, we […]

How To Use Video Conferencing Effectively

Due to the current Government advice surrounding COVID-19, many businesses have switched to working from home in an effort to minimise their social contact. However, in order to maintain productivity levels and open communication between colleagues, video conferencing software and online meetings are essential. At Mackman, we have updated our online working facilities to accommodate […]

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What our clients say

We knew straight away that we wanted Mackman to be the brand agency to work with us on our project. We were given a real sense of confidence that they would do a great job and we were not proved wrong. We look forward to ‘growing together’ over years to come.

Jane Cotton, Board Director - ILECS (International Lift Consultants)

The latest News and Views

Is a Logo Still Important? The Importance of Brand Identity

Branding & Brand Development

Think of a brand, any brand. who did you choose? Whichever brand it was, we can guarantee that their logo popped into your head. So a logo is the most important part of a brand? Well, not quite... As designer Milton Glaser puts it, "Logo is the gateway to the brand." The logo is how […]

7 Benefits of Social Media for Business

PR & Communications

Social media can benefit your business. Love it or hate it, it is integral to establishing authority in your area of expertise. There has been an undeniable shift in how we communicate, and in this case, how businesses are now communicating with their customers. Personalisation and trust are KEY to any marketing strategy for any […]

The value of marketing in the time of COVID-19

Marketing Matters

On April 14th, the International Monetary Fund announced its latest forecasts for 2020 and 2021. It predicted a 6.5% contraction in the UK in 2020, while the Office for Budget Responsibility’s more severe estimate forecasted that GDP would fall by 12.8% this year. For businesses all over the country, the economic strain is compounded by […]