Ehrenberg-Bass News

Prof. Byron Sharp says, “The lesson for market researchers and insight directors is just how easy it is to make compelling slogans from incorrect findings." Indeed, NPS can be an example of businesses preferring to gauge what is cheap and easy to measure rather than what is actually important.

Small brands may have many of the same challenges as big brnads, but growing a startup is about entrepreneurship and sales, not marketing strategy.

I do hope focus groups are going out of fashion however, I suspect they aren’t. Marketers today are better educated about alternatives, and about the problems with focus groups, but the drama and speed of focus groups makes them attractive.

Marketing professional services requires knowledge of how brands compete, grow and decline, and this is the same for both products and services. Understanding your service brand's distinctive assets will help amplify the effectiveness of your marketing strategy.

There is currently a wave of hype within the marketing and startup world around Digitally Native Vertical Brands (DNVBs): brands that start and build themselves online. They offer products to niche audiences, focusing on rapid delivery, and many offer high levels of customisability. Truly the latest threat to established brands – or is it?