Prove Your Proposition With Case Studies

When it comes to delivering your marketing messages, the difference between telling your marketplace how good you are at what you do and ensuring they believe it can be summed up in one word: proof. At CME, one of the things that we develop for clients as part of their brand footprint is a set of key messages that explains who they are, what they do and why they’re different.... Read More

Which Comes First – Content or Channel?


Digital marketing.  Everyone’s doing it, but here’s a question….does everyone know why? Talking to many companies about social media, e-shots, online newsletters, blogging and website development has made it very apparent to me that for some, the answer is no.  Their approach to digital marketing is ‘we have to do it because everyone else is doing it’. Certainly, that’s... Read More

Who Pays The Price for Discounting?


Britain loves a good BOGOF.  The phenomenon of the ‘Buy One Get One Free’ offer has proved so popular on our supermarket shelves that it has also become commonplace in other sectors, such as holidays and home improvements. It’s even been known to penetrate the business-to-business building products market. This week, a report by the House of Lords European Union Committee... Read More

Is Your Employer Brand Working for You?


After a lean few years in the construction sector, the recent upturn in house building has caused talk to turn to the skills gap again. It’s also generated big political promises, with Labour’s shadow housing minister Emma Reynolds telling a Home Builders Federation (HBF) conference last week that a Labour government would re-introduce rules requiring house builders to recruit... Read More

Brand Matters


Marketing Week reported last week that consumer perceptions of clothing brand NEXT have fallen, despite growing sales. It’s an odd state of affairs as, generally, you might assume there’d be a direct correlation between brand and sales performance. It’s also a cautionary tale…demonstrating that even the strongest brands need to be nurtured and protected as an ongoing process... Read More

Are You Talking to Me?


I overheard a conversation about the new ad for mobile phone provider, ‘3’, the other day.  You know the one?  With the little girl on the bicycle, the singing kitten and the (until recently) mostly forgotten ‘80s rock ‘classic’? The conversation went something like this: Man 1: “I don’t get the point of it’ Man 2: “I think the point is that there is no point.” Man... Read More

How Would You Score Your Brand?


World Cup fever has begun in earnest. With less than 100 days to go now until the first kick off, all the teams are gearing up to win. There will be matches to be won or lost between now and then as we warm up for the tournament but the real battle facing the England team is the battle to win the confidence of the nation.  While Paralympics GB is doing well at the games and exceeding... Read More

How to Make Your Brand a Star


So the Oscars circus has rolled into town in LA, and rolled out again, in a blur of fancy frocks, after show parties and dreams come true (or dashed for another year). The whole fanfare – the build up, the pundits, the red carpet chats, the speeches and the occasional tears – is part of a global brand, symbolised by the little gold statuettes that grace the mantelpieces of the... Read More

Are You Committing the 10 Deadly Blogging Sins?


The great thing about the Internet is that it’s so limitless.  The potential audience is almost infinite and there’s no cost attached to the space you use, nor do you have to convince an editor that your content is worthwhile. But that doesn’t mean that you should be uploading any old content thrown together without close attention to detail…far from it! The company blog... Read More

Make Knowledge Your Loss Leader

content marketing

You talk to lots of people in business.  There are those who talk about what they do and those who talk about what they know.  I know which, as a rule, I find more interesting. Discussing topics that enable you to share knowledge is normal social and business etiquette, allowing you to engage with other people and making you more memorable to them.  And yet, so many companies... Read More