A strong brand earns a brand tax in price-sensitive industries
How Medite Smartply justifies a premium in a commoditised market - relationships, technical leadership and a brand that pulls.
Read moreAuthor
Elliott King
Data-driven marketing is a value exchange, not surveillance
The Affinity Podcast conversation on first-party data, personalisation and trust, read against the book's playbook.
Read more
Standing out in the right way: Marketing Wins on live radio
Five teaching points from the authors' Talk Radio Europe interview - word of mouth, the four Ps, and content that answers real questions.
Read more
The Branded Video Series as a B2B Awareness Engine
Why publishing your own expertise beats advertising for a specialist B2B audience, and the integrated machinery that has to sit behind it. Chapters 8 and 9.
Read more
International Marketing Strategy: Global Reach, Local Wins
How global brands hold one strategy across many markets: goals, measurement, glocal execution and creativity, tied to Marketing Wins chapters 3 and 9.
Read more
Chapter 5: Search
How customers actually find you: the anatomy of a search, the three pillars of SEO, and why organic and paid work best in tandem.
Read more
A Brief History of the Internet (Part 2): The Rise of Search
When the dot-com dust settled, Google won by doing one thing better than anyone else. Part 2 of our internet history traces the rise of search, the invention of AdWords and the strategic power of focus.
Read more
A Brief History of the Internet (Part 1)
From an Amstrad CPC in the 1980s to Silicon Valley at the height of the Dot-Com frenzy, Part 1 traces how the internet grew up. The lesson: innovation requires public readiness, and timing decides who survives the correction.
Read more
A Brief History of the Internet (Part 4): The iPhone Era
The 2007 iPhone launch was an adjacency masterstroke: nothing in it was new except the imagination that connected it. The final part of our internet history series draws out four innovation lessons for marketers.
Read more
Chapter 8: Creating a Branded Video Series
A single great video is a moment; a series is a relationship. Chapter 8 walks through the five steps of branded episodic video, from strategy and planning to production, editing and distribution.
Read more
Chapter 3: Strategic Marketing Planning
Chapter 3 builds the marketing plan: the FiMO model, vision, values and mission, SMART objectives, customer personas and the USP your marketing messages will carry into every channel.
Read more
Chapter 4: Digital Marketing Tools and Tactics
Chapter 4 walks the digital marketing funnel end to end: four awareness tools, the owned media that engages and converts, and the retention tactics that turn loyal customers into advocates.
Read more