Blog Post by Rachel Morris
Rachel Morris8 min read
How customer-centricity drives successful strategy
Understanding the marketer’s “prime directive.” Why listening to consumers matters (and ...
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Rachel Morris7 min read
Strategic positioning: How to shape what consumers think about your brand
Marketers need to stop over complicating things and take a simple, bothist approach to ...
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Rachel Morris7 min read
Mark Ritson: Data finally shows us the “three factors” of good creative
Paul Dyson taught us that creativity is the biggest lever marketers can pull to drive ...
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Rachel Morris6 min read
Three marketing ‘tweaks’ to get the most out of a tight budget
Targeted ethnography, performance penalties and the power of IMC – key lessons for ...
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Rachel Morris6 min read
Mark Ritson’s "Five Steps to Proper Advertising"
In his latest MiniMBA webinar, Mark Ritson clears up some common misunderstandings (and ...
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Rachel Morris5 min read
Brand Codes: “First, they must know it’s me”
What are brand codes and why must we use them maniacally? We take a dive into the world ...
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Rachel Morris4 min read
Climbing the benefit ladder: How far is too far?
Have you climbed too far up the benefit ladder? Double up the 3Cs as a final acid test, ...
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Rachel Morris5 min read
B2B brand building – using the 95:5 rule
How Dawes’ 95:5 rule affects B2B marketing (and non-marketing stakeholders) A few years ...
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Rachel Morris5 min read
What are category entry points?
Category entry points (CEPs) focus on the buyer – not the brand. But marketers can ...
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