Why ‘brand essence’ matters… even for a small business

Consider any of the world’s largest brands. It could be Apple, Coke, Toyota, Shell, etc. While each of these businesses have different offerings, and operate in different markets, they all have one thing in common – a clear and well-defined brand essence. These brands know their identity and how they want to be perceived, which … Continue reading Why ‘brand essence’ matters… even for a small business

Can marketing without a strategy really work?

Blog post by: Cameron McIver.  I couldn’t tell you just how many managers I spoke with during my marketing career on the client side - particularly in the early days, that when I started talking marketing strategy, I was met with something along the lines of “We’ll take care of the strategy. You just ‘do … Continue reading Can marketing without a strategy really work?

5 tips for branding your social media

In the digital world we live in, where 75% of shoppers research businesses online before making purchases, it's become the job of social media to represent your brand the same way your business cards, flyers and shop front have done for years. But branding your social media takes it one step further by allowing you … Continue reading 5 tips for branding your social media

Point of difference: Why it matters

Over the years, we’ve worked with and within many a small business. Yet, it still surprises us just how many small business owners we speak to that do not have a clearly defined point or points of difference. Even more surprising is that many of these operate within ultra-competitive markets where, although differentiation can be … Continue reading Point of difference: Why it matters

Want to sell marketing to a non marketer? Ok, then don’t mention the word marketing

The following post was originally published on LinkedIn by Optune founder Cameron McIver on April 5, 2016. It's an interesting insight into the type of thinking that helped launch the business early last year.   As I browse through my LinkedIn newsfeed, I’m constantly impressed by the amount of businesses I see delivering awesome strategic … Continue reading Want to sell marketing to a non marketer? Ok, then don’t mention the word marketing

5 ways to create more engaging content

Content marketing has really taken off in the past couple of years. While some brands are achieving amazing success by implementing an effective content strategy, there are plenty of others out there that are struggling. What we’re seeing as the biggest roadblock to content marketing success is the inability to create really engaging content. After … Continue reading 5 ways to create more engaging content

The glory days of Marketing Clichés are over

There’s a famous saying that once said, “If you talked to people the way advertising talked to people, they’d punch you in the face.” It may be of no surprise then that as time goes by, less and less consumers are trusting the ads and marketing messages they come across in print and online publications. … Continue reading The glory days of Marketing Clichés are over