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How to Stay Ahead as an SME
Read more: How to Stay Ahead as an SMEMarketers in small and medium sized businesses are under daily pressure to keep pace with change and stay ahead of the competition. Strategy isn’t just for big businesses and the big corporate brands – it’s vital for SMEs too. And there are plenty of things that the big players can learn from their smaller counterparts.…
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How can I improve my email marketing?
Read more: How can I improve my email marketing?Email marketing is a cost-effective way to reach customers and generate leads, particularly for small to medium sized businesses. Although perceived as an old-school method by some, and condemned as a declining form of communication by others, email still delivers the best return on investment of any marketing channel, and this ROI is easy to…
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Which marketing activities to focus on during COVID-19
Read more: Which marketing activities to focus on during COVID-19The word ‘unprecedented’ has been used by many businesses to describe the current situation that the UK, and the rest of the world, are facing. For some, business has slowed due to government regulations surrounding restricted movement of people and goods, and decision makers have more time than ever before to focus on administration, research…
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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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