brandcatalyst

Breathing life back into your business

Q. I’m the third generation owner of a bakery. We have been profitable for years and have assets tied up, but sales have been in slow decline for some time. I’m wondering if this is because, as a traditional family business, there are things we do here that we have done for years. I am interested in new types of products and techniques, but I am unsure where to start. How can I reinvigorate my business without throwing the
baby out with the bath water?

Peter Shaw writes:
First, look at what consumers are doing differently today, compared to when your sales were still growing. Our bread consumption as a nation has changed beyond measure over the last 30 years. Back in the 1970s, the greatest innovation to date was slicing bread and putting it in a plastic bag. Today, not only has our traditional bread consumption gone down, but also our tastes in bread have broadened beyond measure.

Speciality breads are the one category that has seen huge innovation over the last 10 years or so, and the great thing about these types of products is that they are higher in margin…

The secret diary of a part-time marketing director.

Published in Growing Business magazine
Novenber 2007

Peter Shaw writes on the benefits that an 80-20 marketing director can bring to a business that does not feel ready for a full-time heavyweight marketer.

Catalyst.

Published in Growing Business magazine | January 2007
A profile of Brand Catalyst in this monthly magazine for entrepreneurs.

The truth is out there.

Peter Shaw of Brand Catalyst, reviews the book ‘Moment of Truth’ that is all about remodelling the CEO’s brand management agenda, through statistical analysis of consumer values..