Six key areas to consider when launching a consumer product

This post was written by Ruth Irving on July 28, 2016

Whitecap Consulting’s consumer and retail expert Ruth Irving reflects on the challenge of launching a successful consumer product, and offers six key insights based on Whitecap’s recent assignments.   Successfully launching a new consumer product today is probably a more challenging process than it has ever been before. The huge amount of marketing noise – digitally and in […]

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Nostrum appoints Whitecap to develop marketing strategy

This post was written by Whitecap on October 14, 2014

Nostrum Group, the software provider based in London and Harrogate, has appointed Leeds-based strategy consultancy Whitecap Consulting to support the development and implementation of its brand and marketing strategy. Nostrum provides automated loan management software to finance providers and consumer brands who offer credit facilities to their customers. The firm has been recruiting heavily in 2014 and […]

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56% of businesses don’t have a defined content marketing strategy

This post was written by Julian Wells on July 15, 2014

Let’s start with a simple question – what is ‘Content Marketing’ and is it different from things like ‘Inbound Marketing’ and ‘Permission Marketing’? I’ll keep the answer high level. Essentially, these phrases all mean different things to different people but are the various new names for what is perhaps better known as ‘thought leadership’. The […]

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Where is the value in customer loyalty schemes?

This post was written by Julian Wells on June 17, 2014

Julian Wells debates the merits of loyalty schemes for companies to attract and retain business. Recently I went to an interesting seminar facilitated by The Financial Services Forum and Collinson Group, which asked whether loyalty schemes are ‘really worth it’ in 2014. Central to the debate was the volume and use of customer data and […]

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