In the past month or so, Coca-Cola began their “Share a Coke” campaign in Australia. Basically, they’ve changed the packaging on their flagship product to feature a different name on each bottle. When I first saw this, I thought it was perhaps the most ridiculous gimmick this year. But, look at the buzz it’s generated. […]
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Exporting, the Missed Opportunity
Posted by Daniel Rose - - Blog
Exporting is perhaps the greatest opportunity often missed by small businesses. While small and medium business spend time focusing on their domestic markets, the foreign market is attacked by competitors. By effectively ignoring the possibility of exporting to international markets, businesses restrict their possibilities enormously. The perception of many small businesses is that exporting is […]
Read More Business, Management, Marketing, Small businessBook Review: Guerrilla Advertising: Unconventional Brand Communication
Posted by Daniel Rose - - Blog
I actually read this book quite some time ago, but I took another look again recently, and it’s still spectacular. Gavin Lucas and Michael Dorrian have done an exceptional job with this one. The book is, of course, Guerrilla Advertising: Unconventional Brand Communication. As the name suggests, it’s all about advertising in unconventional ways, which […]
Read More Business, MarketingDaniel Rose’s top tips for Small Business
Posted by Daniel Rose - - Blog
Small business is tough. It’s the industry where people work long, difficult hours, often without reasonable compensation. Working for yourself isn’t always the dream it might seem. It’s not all bad, though. Small businesses often have some of the best growth rates around. I’ve put together a list of my top tips for small business, to […]
Read More Growth, Marketing, Planning, Small businessWhat does your marketing material really say?
Posted by Daniel Rose - - Blog
Picture yourself in your office. You’ve just received two promotional mail items advertising the same product or service. One of the items is a tri-fold brochure, obviously printed on a cheap printer. The other is a full size, printed presentation folder, containing a variety of professionally printed marketing material. Before you read a word, you’ve […]
Read More Branding, Management, MarketingPro-bono work — why I do it.
Posted by Daniel Rose - - Blog
I do a small amount of pro-bono work for customers. There are many reasons not to do pro-bono work, and very few reasons to actually do it. Generally, doing free work for corporate, for-profit entities is unfair. It doesn’t represent equitable compensation for the work performed, which doesn’t stick well with me. Despite that, I keep […]
Read More Marketing, Small business, ValuesA logo is not a brand
Posted by Daniel Rose - - Blog
There seems to be a widespread misconception that a logo and a brand are one and the same. This simply is not the case. In my eyes, a brand is a complete identity in a particular area. Consider the “Coke” brand. Although their are over 300 beverages offered by the Coca-Cola company, “Coke” is a […]
Read More Branding, Management, Marketing