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Brand Marketing Conversations.

There seem to be two conversations in the B2B marketing space. I don’t typically engage in the conversation so early in the season for fear of peaking too early and looking like a twat. But this year I’ll make an exception. There are definitely two conversations – the agenda and the hidden agenda. Here’s how […]

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B2B Blogging.

I had ‘a fair and frank exchange of views’ with a woman of a certain age about the relative merits of B2B blogging the other day. We didn’t get the business – which may give you some indication of how the blogging conversation went. She remained fixated throughout our discussion on lines. She wanted to […]

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The Brand Message.

You have the opportunity to communicate a business brand message with your audiences every day. Pick the right one. It’s equally important to ensure that the message, however right, doesn’t just become wallpaper, repeated parrot-fashion because no one’s asked the questions, ‘why are we saying this, why do we keep saying this and what do […]

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The Santa Brand.

Remember at this seasonal time, that Santa Claus was invented by Coca Cola. The perception we have of the jolly, rotund fellow in a red suit – the Santa ‘brand’ – is effectively Coke’s. From 1931 to 1964 the artist Haddon Sundblom shaped the image of Santa that we know and love by illustrating him […]

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B2B Purchasing.

I was called ‘inflexible’. I’ve been called a good number of things in my time, but inflexible? In B2B purchasing? Really? I strive for ‘cool’. I may not achieve the goal consistently, but strivingness is next to godliness… Being inflexible in B2B purchasing isn’t me. If I’ve learned anything in the world of B2B marketing, […]

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Achieving Direct Response.

Small to Medium size Enterprises (SMEs) often find direct response campaigns unaffordable. Here’s some best practice advice to help. The single most effective way to improve the direct response from marketing to the SME sector is to get inside the heads of the particular audience you’re trying to engage. Few companies succeed – not because […]

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Brand Recruits.

I asked a client recently how his business was progressing. I was aware that he had moved offices into central London and I was interested in how such a move had affected staff. He hadn’t experienced a mass walk-out or anything – the opposite was actually the case. He expected and planned for those who […]

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Service with a Smile.

This is a service industry. Twisk is a service company. We provide professional services. Not products. Not widgets that can be picked off the shelf, inspected, weighed, price-checked and paid for at the checkout. Service companies like Twisk provide bespoke, specialist, professional services where no two requirements are ever the same. Every client is different, […]