Many small businesses have a limited understanding of marketing and advertising law – which is perfectly understandable – it is complicated, intricate and simply mind-boggling. However, one area of law that ALL businesses should understand is Intellectual Property, particularly trademarking. Many businesses think it’s an unnecessary (and large) expense (no doubt it is, but it should be regarded as a business investment, like purchasing a new piece of equipment), especially if they are a small – with intentions only to remain a small operator. Let me give you an example of why it is so important.
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
I often keep an eye out for examples to use to explain marketing concepts in terms that business will understand and be able to implement in their own operation. Positioning is one of those things that is very difficult to exemplify. After noticing some new advertising by land development giant Satterley, it alerted me to an excellent and simple example of positioning, and how to create and own your own differential in a crowded market place.
Passing the local HBF branch on the weekend, I noticed a change in their branding. The big, bulky, capital letter HBF brand has been replaced with a flowing, lower case version, accompanied by a distinctly feminine and friendly, corporate style.
Frustrated with an annoying radio personality on Triple J, my staple radio diet, I decided to flick over to commercial radio for a temporary listen, hoping for one of those no-ad-marathons. Unfortunately, I was absolutely pummelled with really really really bad advertising. If television advertising is like shopping at Target, this was like shopping at Red Dot – bargain basement stuff.
I find the notion of reversing your carbon footprint interesting – plant a few trees and you’re clear. It’s an excellent concept, don’t get me wrong, but companies are using it as another sales tool, a way to boost their corporate conscience and the bottom line.
I have just finished reading a book by Tom O’Toole, the founder of the renowned Beechworth Bakery in Beechworth, Victoria. And I’ll tell you, it’s bloody fantastic. This guy can’t use a computer, can’t use a calculator, and can’t spell. But I learnt so much from this book.
In conducting one of our marketing audits recently for a retail store, the term ‘retail therapy’ was thrown around a lot. It got me thinking… why don’t more retail outlets adopt the literal meaning of this term?