Marketing results for ambitious businesses


'Buyer personas' are short, clear descriptions of everything you know about your most profitable, ideal buyers. They're great for keeping you ‘on message’ when it comes to producing content your prospects and clients will find and consume. Here's our selection on Buyer Personas.

The famous complaint from Henry Ford was that “half of my advertising is wasted—I just don’t know which half”. Ford’s comment was made in the heyday of newspaper publishing, when huge readerships provided a strong mass-market advertising platform, and yet he wasn’t happy. He wasn’t convinced he was getting good value from his ads.

A long time ago a case study on the car rental company Avis made an impression on me. Avis revelled in its ‘challenger’ status, using the slogan "We try harder" to deliberately position as the world's number two car rental company (behind Hertz, far and away the leader).

As one thinking about ‘brand trust’ a lot at the moment I was glad to find a video by a major publisher on the subject. But, before two minutes were up, I was raging.