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Total Marketing Blog

Ross Sturley is Principal of strategic marketing and communications consultancy Chart Lane. He blogs forConstruction News, and and is committee member for the Chartered Institute of Marketing Construction Industry Group (CIMCIG)

All posts from: July 2009

Mirror, signal, manoeuvre

Posted by Ross SturleyFri, 24 Jul 2009

Indicators are tricky things - just because the orange thing is flashing on and off, doesn’t mean the car isn’t going to carry on in a straight line and smash right into you. The same is true of economic indicators - they can mean completely different things for different companies. How can you deal with these vagaries, and get yourself some sort of picture of what might happen?

I'm with the brand

Posted by Ross SturleyFri, 17 Jul 2009

The B2B Superbrands list contains a decent number of construction members, at first glance, this is good. But maybe, with a deeper look, we can learn something about branding in construction from what they have in common.

Crouching tiger, hidden dragon

Posted by Ross SturleyThu, 9 Jul 2009

A Chinese firm becoming the sponsor of a leading UK building prize has whipped up a storm. Naivity and protectionism are fuelling the ‘get back to where you came from’ brigade. But what does the episode teach us about sustainable competitive advantage?

New name, same old story?

Posted by Ross SturleyThu, 9 Jul 2009

Anyone watching Big Brother this year (there’s not many of you) will have seen a couple of nobodies change their names to Halfwit and Dogface. Since they did it by deed poll, that’s what it’ll say on their passports now. Nice. In those cases, the name change hasn’t really changed anything about how people felt about them. But name changes in business are more complex than that – RIBA’s recent decision can help us understand.

Where's the devil?

Posted by Ross SturleyWed, 8 Jul 2009

Mistakes can really let you down. And the silliest little ones, that often do the most damage, are usually hiding somewhere too boring to check. What can you do to bring discipline to detail checking?

Bite the wax tadpole!

Posted by Ross SturleyFri, 3 Jul 2009

Accessing international markets is something a lot of companies are thinking about at the moment. There are many pitfalls - and one that is often forgotten is the effect on branding and communications of working in another language or culture.

Consequential loss?

Posted by Ross SturleyWed, 1 Jul 2009

The delay in forcing clients to upgrade energy efficiency of buildings on small projects is a Good Thing for business, but what does the architects’ response to it tell us about communication?