This article is about taking commodities and turning them into desirable brands. This may sound like a big deal for aspiring marketers – how to make what is other wise something that is indistinguishable to it’s competitor, into something that is desirable and differentiated. Presumably something that is more valuable. But, like how to make vegies interesting, which is a problem for Mums and Dads every night, it’s an issue that confronts practicing marketers every day in Australia.
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I’m staring up at a blue sky. Something moves at the edge of my vision. I think I’m seeing shadows, but no matter which way I tilt my head, it just moves in a determined direction, one way along the edge of my line of vision. A grey shadow just out of my visual reach. There it is again. Suddenly I have a brain-wave. (Something that happens so rarely I actually decide to start an article with this momentous event just to give myself some confidence that I’m not entirely without merit).