LIBRARY
Found something useful but can't remember where? No problem! Just browse and select from our list of articles and news items below.
Articles & Papers
- What's in a Name?
- This paper from Peter Roberts provides a quick guide to the art and science of developing successful brand names - there's a lot more to it than you might think. More...
- Marketing and supply chain
- Clive Lewis, Joint Managing Partner and Fellow of the Chartered Institute of Marketing has delivered on three supply chain projects recently. What is a marketer doing meddling with supply chain? This article explains why it makes sense and marketing input is crucial to successful supply chain development. More. ..
- Brand New: why brands matter to consumers (beauty industry)
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This paper by Managing Partner Peter Roberts was presented to The Society of Cosmetic Scientists at a meeting in Bristol on June 2nd 2009. In the paper, Peter looks at the role of brands and some of the challenges in managing them. There are frequent references to the beauty market, given the presentation audience. More...
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- When times are tough, it's time for marketing to get real
- Clive Lewis, Joint Managing Partner, Fellow of the Chartered Institute of Marketing and regular BBC Radio Gloucestershire business briefer explains how economic slow-down will sort those brands with real emotional content from those with hype. More...
- Treating Customers Fairly
- Managing customer expectation and experience is vital in meeting the FSA directive on treating your customers fairly. If you are an IFA, investment manager or accountancy, read on...
- Are YOU market-led? Try our '7Ps' test
- A simple introduction to help you discover how marketing focused you are. More...
- Professional services marketing - how to convert event delegates into clients
- The corporate event, be it a lunch, seminar or dinner, is a recognised way of raising the profile of the professional services firm. Here we explore how to maximise return on investment and achieve measurable objectives. More...
- Why you should marry your customers and not be content with flirting
- Brands are all about relationships - chemistry, courtship and communications. We take a look at how building a brand relationship is like getting married. More...
- Collaboration or Contraction? Lessons in supply chain development
- As customers cut supplier numbers, do you want to be one of the winners? In his seminar at NW Manufacturing, 11th-12th June, Reebok Stadium, Bolton, Clive Lewis told manufacturers how teaming could help them to win more business, the common pitfalls to avoid in partnerships and how to make it work. More...
- Collaboration - how far should you go?
- Collaboration - how far should you go? In this paper, Clive Lewis explores the growth of relationships based on partnership, not ownership, which business guru Peter F. Drucker considered may be "the greatest change in the way business is being conducted." More…
- Brand moves on... "What was it like for you?"
- Exploring some emotional dimensions of branding. In this summary of a presentation we gave to the Gloucestershire branch of the Chartered Institute of Marketing, we ask the question: "What was it like for you?" More...
- Some key principles of marketing communications
- Where's the "Up" in "Start-Up"? You've started a new venture. You're sure that your idea is good and that customers have a need for your product or service. However, sales are not what you had hoped for by this stage. Never fear; there are some simple marketing communications principles which explain why it can take so long to achieve sales and give you some clear pointers about what you can do to fix it. More…
- Cost-effective marketing in an economic slowdown
- When economic growth slows, what's the point in wasting money on marketing when nobody can afford to buy? A good question. But the reality is that a slow-down is an opportunity for your marketing budget to make an even bigger difference to your longer term performance and help you beat your competitors. More…
- ICT in Business Strategy - add value and reduce cost
- Why the 'C' in ICT is a huge step forward for business strategy. You will no doubt have noticed that the IT industry has given itself an extra letter, a 'C', to become ICT. That 'C' stands for Communications and represents an important industry shift towards its customers. Information Technology is about technical features but 'Communication' is the benefit we seek. More…
- Improving your company image
- Attention all owner-managers: do you think your company image is "just my logo?" Stop a moment! It's way more, and could be one of your greatest assets. Let's dispel a few myths. For a start, what's so difficult about company image? "I've got a great designer; we're working on a new logo right now, as a matter of fact. I'm going to re-brand the business! What? There's more to it than a new design?" More…
- Valuing your good name - Part 1: The Benefits of Reputation
- CEOs must be serious about branding, not cynical. You want to build the good name of your business, but how much time, effort and money should it take; and how do you avoid being 'slick and insincere'? What's more, how do you understand and evaluate the return you get? We tackle these tough questions in the first of 2 papers on brand value. Read 'The Benefits of Reputation' here…
- Valuing your good name - Part 2: Putting Theory into Practice
- Following our first paper on brand value, 'The Benefits of Reputation,' this 2nd paper looks at some simple things that any business can do to begin building a great reputation. More...
- On-Line Marketing… It's Not Enough
- On-Line Marketing… It's Not Enough. Making your introduction to the world in cyberspace is hard. The Internet is a demand-pull environment. If you are pushing, few are listening. Off-line techniques should be combined with on-line marketing to make it work well. More…
News & Views
- Is your marketing world class?
- January 2010. We are delighted to announce that for future marketing audit work, we'll be using the European Foundation for Quality Management process survey tool, developed jointly with the blue chip giant Philips. More...
- Registered trademark
- January 2010. We've been advising clients for years on protecting their brand names; now, we have the ® for ourselves. More...
- Long-term aerospace outlook is positive
- January 2010. Achieving the Difference was very proud to be selected by ADS (previously SBAC) to collect and analyse public and private data for its annual Market Analysis. The public data showed that commercial aircraft deliveries are predicted to recovery after a short-term lull. More...
- Goats not cards
- December 2009. The money we didn't spend on Christmas cards and postage has allowed us to buy a couple of goats. More...
- Retail Distribution Implementation Programme will mean a changing landscape for Financial Service providers
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June 2009. This month, the FSA (Financial Services Authority) publishes the results of its consultation with the FS industry on the distribution of retail investment products to consumers. Insurance, pensions, and financial planning are some of the services likely to be impacted. More...
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Clive joins board of WEAF as SW aerospace hots up
- We are delighted to announce that Clive Lewis has been appointed to the board of WEAF, the West of England Aerospace Forum. More...
- Out of this world. Launching the Virgin brand into space.
- An 'out of this world' opportunity to learn how Virgin Galactic plan to turn dreams into reality at a special event in Cheltenham on 6th November 2008. More...
- Another Baltic Engagement
- When the Vilnius Conference Centre in Lithuania needed a keynote speaker to talk about marketing, they invited Clive Lewis of Achieving the Difference to fill the spot. More...
- Collaboration - how far should you go?
- Collaboration - how far should you go? In this paper, Clive Lewis explores the growth of relationships based on partnership, not ownership, which business guru Peter F. Drucker considered may be "the greatest change in the way business is being conducted." More…
- New website offers you more food for thought.
- New website offers you more food for thought. We're delighted to open our virtual doors wider with a new, upgraded website that has lots more on offer for our current and potential clients. More…
- Collaboration or Contradiction?
- Collaborate to Win. This is the message Clive Lewis will deliver when he addresses delegates at the North West Manufacturing & Electronics Exhibition in June. More…
- Smart moves in branding
- Smart Moves in Branding. We'll be speaking at 'Business Thursday' (www.businessthursday.com) on 22nd May on 'smart moves from a branding perspective.' Peter Roberts will present his shortlist to members from the CIM, GEN, IoD and Beacon SW. More…
- Making your communications work smarter
- We're spreading the word on Communications. As budgets get tighter, your marketing communications must get smarter. We've been explaining how, to the IoD and the Gloucestershire Media Group. More…
- Stretching the Web for smarter working
- Stretching the Web® for our expert partners is the latest example of smarter working in a 'virtual office'. Collaboration, discussion forum and client project management space make remote working with our marketing colleagues a doddle. More…
- CBI South West Council tenure for Peter Roberts
- CBI South West Council tenure for Peter Roberts. We are delighted to announce that Peter has joined the CBI (South West region) members council and will serve until 2010. More…
- Top tips for manufacturers
- Achieving the Difference delivers top tips for competitive advantage at the 2008 Midlands Manufacturing Exhibition. Delegates learn why 80% of strategies fail. More...
- For he's a jolly good fellow...
- For he's a jolly good (marketing) fellow. Clive Lewis has been elected to the status of Fellow of the Chartered Institute of Marketing (FCIM). More...