by Kara Stanford | Nov 5, 2020 | Brand, Brand Positioning, Market Positioning, Marketing Planning, Strategy
When strategic marketers talk about, ‘determine your brand positioning’, we mean ascertain the place that you want your “brand” (company) to occupy in people’s minds. It is your responsibility to create that position through a range of brand and... 
by Kara Stanford | Oct 6, 2020 | Marketing Planning, measurements, metrics, Strategy
I was on a call recently when a CTO said, ‘That’s numbers, if the Marketing Team know what they are’. It got me thinking: what is it about marketers and marketing metrics and measurements? Why do we have this (unfortunately, deserved) reputation? We don’t give... 
by Kara Stanford | Aug 15, 2020 | Marketing Planning, Marketing skills, measurements, metrics, Strategy
Marketing metrics and measurements are an essential part of marketing; they help you understand how well your marketing is performing, if you’re going to hit your goals, and when you have reached them. Your Marketing Measurement system can be sophisticated or... 
by Kara Stanford | Jul 10, 2020 | Marketing Communications, Marketing Planning, Tactical marketing
One of my favourite expressions to describe poor marketing is “spray and pray”. This is a trap many amateur marketers fall in to: the “If we chuck it out there, someone might see it, and if we’re lucky, that someone might be someone who... 
by Kara Stanford | May 10, 2020 | Customer profiles, Decision Making Unit, DMU, Marketing Planning, Segmentation, Strategy
When your customers make a purchase decision, they don’t make it alone. There are others involved in their Buying Journey. These people influence their decision to purchase. For your marketing to be effective, you need to know who these people are and the strength of... 