Understanding Brands – A Masterclass

by Dr Greg Chapman, MBA

Another masterclass from Steve Jobs. This was recorded quite a few years ago, and really explains how a brand should be defined. I’ve never seen anyone explain it so simply and so well.

September Newsletter - How to Choose a Can of Tomatoes

by Dr Greg Chapman, MBA

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When looking to buy, it is easy to be overwhelmed for choice. This particularly struck me when we went to live in the US in the 90’s, and did our first shopping trip at the local supermarket – which was huge. The brands meant nothing to us. We had not been exposed to the years of marketing to build the brand awareness of the locals.

A simple business strategy that stops the fire fighting in your business

by Dr Greg Chapman, MBA

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A key reason that most business owners don’t ever find the time to work ON their business is that they spend far too much of their time fighting fires. They lurch from crisis to crisis. No sooner than a band-aid fix has been found for one problem, than their biggest customer rings up to say they haven’t received their urgent order. This means that the time they had put aside to review their monthly sales performance is lost. The urgent takes priority over the important. What if you could get out of the fire fighting business?

Ad of the Month - Timing

by Dr Greg Chapman, MBA

Some advertisers take advantage of events to promote their services. An example of which is this ad by State Farm Insurance which aired on high rotation after hurricane Irene hit the US. (Note they did not run it before!)

Buying a Customer

by Dr Greg Chapman, MBA

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Can small business operators simply buy their customers? Dr Greg Chapman shows you the logic behind this bold marketing strategy and how you can include it in your advertising budget to ensure customers’ loyalty.