Anyone that has been to business school will have been introduced to tools such as PESTOL analysis. This is a basic concept that outlines key factors that can affect …

Why do people choose the brands they do? The Know, Like, Trust principle is ingrained in every aspect of life where people are concerned. It is an especially important …

Because of clever branding, businesses such as Apple are able to dominate industries. Branding is all about trying to establish a powerful and authoritative image upon potential customers. Brand …

If you can understand what your potential audience is thinking you can get inside your customers head and influence their opinion. If you can do this then you can …

It is important to understand the customer’s decision-making process. Before making any purchase, a customer goes through a mental process to clarify which is the ideal decision to take …