A Promotion Should Strengthen Trust
MINERVA / JOURNALDiscounts are only one way to make a service more approachable.
Marketing Theory and Practice
Questions worth asking. Connections worth making.
Topics in this subject
2 articles
Aqualisa: turning innovation into demand ↗
Why a better product still needs a persuasive route to the customer.
1 articleCilkray Graphics: understanding business buyers ↗
How technical needs, relationships and organisational decisions shape B2B value.
2 articlesSquatty Potty: attention and persuasion ↗
How humour, demonstration and a memorable story can make an unfamiliar product understandable.
1 articleObjects, attributes and meaning ↗
Why the things we own can matter far beyond their functional features.
1 articleNatureview Farm and routes to growth ↗
How channel choices affect a brand’s economics, positioning and relationships.
1 articleMapping the meaning of a brand ↗
Exploring the associations that connect a brand to the people who encounter it.
More perspectives
Half the Price Is Not Half the Problem
MINERVA / JOURNALWhy a pricing decision must follow the units all the way through.
Latham & Boom: Building a Nursery Around the Garden, Not Just the Plant
MINERVA / JOURNALA proposed nursery and garden-planning app combines local expertise, hardy plants and a cooperative supply network, with transparent commercial scenarios.