Category Archives: Marketing communications

CRM: Why small businesses don’t use CRM

This post was first published at http://www.thinkaboutcrm.com where I am a pro blogger. If you listen to our politicians, the way that we are going to get out of our current tough financial environment will be by small, local businesses … Continue reading

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Has CRM changed in the last 10 years?

Almost ten years ago, I designed and then implemented a new sales and marketing management tool within the company I was then working. For those of you interested in the technical details, this tool worked within Lotus Notes (the company’s … Continue reading

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You’re Kidding, That’s No Insight: Part I

You’re Kidding, that’s not an Insight: Part I When I meet clients who want to create a global team, or are experiencing challenges over the effectiveness of the global team there is a key action theme that is raised. Develop … Continue reading

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Hyperlocality & Micro marketing

The last post on what local marketers want from global marketing clearly resonated. There was some great feedback: Oscar Fernandez Gallardo said “A great brand must have a global vision of business, but act locally, because the appropriateness of this … Continue reading

Posted in Benefits, Brand character, Brand Leadership, Brand Loyalty, Brand positioning, Campaign strategies, Communications strategy, Global Marketing, Marketing communications, Marketing Excellence, News, Personal branding, Promotions, Social Media, Targeting | Tagged , , , , , , , , , , , , , , , | Leave a comment

What Local Businesses Want from Global Marketing

This post was published first on Consumer Goods Club – http://www.consumergoodclub.com where I am a pro blogger. I have started a discussion called the Global Brand Project. My last post depicted the inherent conflict between global and local marketers. It … Continue reading

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Is Global Marketing the Final Frontier?

This post was first published as a part of the Global Brand Project, a discussion on global brands and marketing that I write as a pro blogger for the Consumer Goods Club (http://www.consumergoodclub.com) I want to tell you about a … Continue reading

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The Rise & Rise of Global Marketing (Part 2)

This post was written exclusively for http://www.consumergoodsclub.com where I am a pro blogger. The article was published first on that site. In part one of this blog I suggested that one of the drivers for the growth of global marketing … Continue reading

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The Rise & Rise of Global Marketing (Part 1)

This post was exclusively written for http://www.consumergoodsclub.com where I am a pro blogger.  The post was first published on that site. Global marketing management is all about figuring the sweet spot and the nuances behind what’s global and what’s local. … Continue reading

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Consumers need less, not more choice

This post was first published at http://www.thinkaboutcrm.com where I am one of the CRM thinkers. It is estimated that the average human being living in the 21st Century is subjected to more visual, oral, visceral and sensual information in a … Continue reading

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Unilever’s global social mission

This post was written for and first published by the Consumer Goods Club When your brands touch more than 2 billion people a day you start to think that maybe you should be doing more at a societal level than … Continue reading

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