Kate Phizackerley Means Business

In the previous post I advised marketeers to give products and ideas a name. The converse applies to purchasers. If something has a name, it may seem more solid and developed than it really is. Equally, if something doesn't have a name you undervalue it so it can be worth stoppping, thinking about it carefully and giving it proper attention

In general there is a dance between marketing and purchasing. Marketeers are attemping to sway purchasers' minds: purchasers need to be aware of that and maintain a level head and look at proposals dispassionately.