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Time to think different

July 8, 2009 10:32 AM | By Andrew Dalglish
The last 12 months have been defined by change. The foundations of our economic system are slowly being rebuilt, political power is shifting and accountability has become the keyword in all walks of life. The field of B2B marketing is no exception to this zeitgeist. Our change is based on the recognition that in economically difficult times the business goal becomes short-term survival – simply holding on until the sun shines again. For many this means a change of focus from strategic to shorter-term, tactical activity.So how does this relate to market research? Well, research is often seen as a...
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Which B2B brands do you trust?

May 20, 2009 12:14 PM | By Andrew Dalglish
I recently stumbled across the Reader’s Digest survey of Britain’s most trusted brands. One finding jumped out at me: the most trustworthy margarine is Flora. ‘I’ve never trusted a margarine,’ I thought. ‘I trust my doctor, my friends, my local policeman; not a margarine’. But the idea got me thinking. I do trust brands that I’m familiar with, that are of a consistently high quality and live up to promises. This trust represents a useful shorthand for the best choice in a world of increasing complexity. So I decided that I do indeed trust a margarine. I also trust a...
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Knowledge is power

April 15, 2009 8:49 AM | By Andrew Dalglish
Here’s a positive voice amongst the gloom: ‘Recession is about change and with change comes opportunity.’ Marketing is no exception to this.  What is the change? As marketers seek more immediate ROI there has been a clear shift of focus from brand building to sales-based activities such as lead generation.  And the opportunity? To adopt a new approach that makes you stand out more than ever. On this point, I was recently discussing the role of research in lead generation with Lindsay Willott of The Marketing Practice. The roles can be seen in full on her blog (blog.themarketingpractice.com). But here...
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