Jonathan Andrews

eMarketing - More than the sum of its parts

eCommerce and eBusiness have come a long way in a relatively short space of time. This evolution has created a set of online marketing channels that are fast, targeted, adaptable and easy to use. The widespread popularity of the internet means that online... Read >

What is an employer brand and why should you care?

There is an increasing body of evidence that makes the case for solid employer brand management. From an organisation's point of view, an employer brand encapsulates the key qualities current and prospective employees associate with you as an employer. Th... Read >

eBusiness Channels - Successful Channels for Better Marketing Solutions

One of the great things that eMarketing has done is level the playing fields. The barriers to entry for online marketing are far lower than more traditional marketing channels. eBusiness channels mean that small start-ups with scant resources can put thei... Read >

Developing Successful Leadership Practices

Successful leadership practices and professional business management skills are proficiencies that develop over time. Certainly, some people are born leaders, but there are certain areas that can be concentrated on to develop leadership skills. Mahatma... Read >

Brand Planning Models - Kevin Lane Keller

There are many reasons why Kevin Lane Keller is widely regarded as one of the most notable strategic brand planning and marketing thought leaders in the world today. His resume is impressive. He is currently a Professor of Marketing at the prestigious Tuc... Read >

Creating Inspirational Brand Visions

Brand vision has evolved from brand positioning. Where positioning is defined as the specific niche in which a product sees itself as occupying in the competitive environment and by differentiating its superiority to competitors, the brand vision is what ... Read >

Herd Mentality - Is Human Behaviour Accounted for in your Strategy?

The way that many businesses and marketers strategise is perhaps counterintuitive. One important variable is frequently overlooked. This is the behaviour of people. Would it not make sense if human behaviour were to shape the formulation and execution of ... Read >

Three Complementary Models of Brand Planning

Think about any great brand. Disney, Johnson & Johnson, Levi Strauss, Starbucks and Apple are just a few examples. Great brands do not happen by accident; rather they are the result of careful and creative brand planning and the timely execution of innova... Read >

Leading by Example - Lessons in Effective Business Leadership

Great leaders do great things. It was Steve Jobs, Apple co-founder and CEO who said "innovation distinguishes between a leader and a follower". Leaders are the people who make a difference in their workplace and excel at what they do, inspiring others ... Read >

How human behaviour shapes successful business strategies

People are fundamentally sheep - isn't that what we're always told? Sure, everyone likes to think that they are an individual and that they make individual decisions about what they do and how they choose to act, but the reality is that most of what we do... Read >

Driving Sales through Brand Management

Managing a brand is similar to building a reputation. It grows slowly, gaining trust and loyalty from its followers until it becomes established. Brand recognition and consistency in the marketing message builds trust which in turn leads to increased sale... Read >