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Four successful Suffolk heritage brands
Read more: Four successful Suffolk heritage brandsA heritage brand is a company that has been around for decades, or perhaps even centuries, and taps into its successful history to establish customer loyalty and to generate sales. The ever-present challenge for these brands is how to continue to satisfy and exceed the expectations of their customers in a fast-moving world, when they…
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5 free tools to help you write content
Read more: 5 free tools to help you write contentAt 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…
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Brand Taglines & Straplines: Why They Matter for Your Business
Read more: Brand Taglines & Straplines: Why They Matter for Your BusinessCreating effective brand taglines & straplines can make a big difference to the way that your brand is perceived. This article reveals some of the theory behind the use of brand taglines and straplines, and the process involved in creating the right line to help to propel your business forward.
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What is Brand Stretch and Brand Extension?
Read more: What is Brand Stretch and Brand Extension?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…
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What Are Challenger Brands Doing In 2021?
Read more: What Are Challenger Brands Doing In 2021?This article was originally posted in 2020 but has been updated in July 2021 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…
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House of Brands or a Branded House?
Read more: House of Brands or a Branded House?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…
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What is the Experience Economy?
Read more: 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…
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The Importance of Customer Retention
Read more: The Importance of Customer RetentionIn 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…
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How To Create A Strategic Brand Name
Read more: How To Create A Strategic Brand NameBusinesses, large and small, have been adversely impacted by the global health crisis. We can expect to see new businesses emerging with a renewed vigour and vim. One small decision which could have a big impact on future success is what to call the new entity. A brand name should be capable of delivering the…
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Low Cost Marketing Tips for Micro-Businesses & Start Ups
Read more: Low Cost Marketing Tips for Micro-Businesses & Start UpsThere 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…
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