Archive for Strategic Marketing


// December 4th, 2009 // No Comments » // Strategic Marketing

Every company has one; the girl in accounts or marketing who is simply there because she can’t find  a job anywhere else.

There is no help for these people, they have to go. End of.


Should Companies have personality tests?

// December 4th, 2009 // No Comments » // Personality, Strategic Marketing

People have personality tests for jobs, after all, personality is the foundation for everything we say or do..

So why should we not have corporate personality tests??

Companies are predominantly collections of people and resources. The company personality as seen by the customer must be similar to the personality of an individual. Ries and Trout would call it positioning, but I think it is far more than this, it is both external and internal. Perhaps a company personality test would show up the failings of the directors and that’s why they hate the idea so much.


Corporate Personality

// December 3rd, 2009 // No Comments » // Strategic Marketing

People have personalities, they are forged by our experiences, upbringing and influences such as our peers and parents. Our personalities influence everything about us. Clothes may make a man, but it is the personality that influences the choice of colour and style.

Companies also have personalities,  Google for example has a different personality to Yahoo, and British Airways has a different personality to Ryan air.


First Rule of Holes

// November 27th, 2009 // No Comments » // Strategic Marketing

The first rule of holes is simple; if you are in one, stop digging.

But why do so many companies in trouble continue on the same path as before. If something isn’t working then change it, if something works then seek to build on its success.

Sometimes it is necessary to take a step back, work on the business rather than in it. Think strategically rather than operationally.