Your biggest opportunity is already through the door
Why heritage organisations and charities should focus first on the people already visiting – and six practical ways to turn them into loyal supporters and donors.
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Five lessons from a record-breaking Executive MBA campaign
What repositioning the Oxford Executive MBA taught me about insight, differentiation, storytelling and data – and how any organisation can apply the lessons.
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Your brand value proposition and key messages
How to write a value proposition that sets you apart, and key messages that bring it to life – with a simple formula, worked examples and tips.
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Brand: why it’s more than just a logo
Your brand is how people see, feel about and remember your business. Here’s why a strong brand matters – and what it takes to build one.
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How to create a customer persona
A step-by-step guide to creating customer personas: what to include, where to find the information, and a worked example for postgraduate students.
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Funnel vs flywheel: rethinking conversion
Why the traditional sales funnel no longer tells the whole story, how the flywheel model works, and four steps to build a stronger conversion strategy.
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Does your brand really matter?
Why investing in your brand is one of the smartest moves a small business can make – and how great brands build emotion, loyalty and trust.