Cognition Blog
How your brain helps and hinders your brand
by Tim Witcherley on February 22, 2016
Fertile brands are brands that multiply. From the biggest brands to the smallest, they all use the same logic and are driven by the same impulses. The reason for this is...
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3 min read
4 steps to ensure you have the right customers
by Lindsey Witcherley on April 2, 2015
For an effective growth strategy, you need to have the right customers in the right sectors, locations and businesses. This doesn’t just mean identifying people who need...
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3 min read
[Ask Me Anything] What are buyer personas (and why should you care)?
by Richard Brennan on February 5, 2015
If you’re a regular reader of our blog, you’ll have probably noticed by now that there’s one phrase we often refer to and that’s ‘buyer personas’. But what are they and...
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3 min read
What you can expect from our Route to Growth discovery sessions
by Tim Witcherley on January 16, 2015
In the 16 years we’ve been helping medium-sized companies use marketing to help achieve business growth, we’ve found that one of the mistakes firms often make is...
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2 min read
SME marketing: Measure, review, refine
by Lindsey Witcherley on December 22, 2014
It’s all very well having a well designed website offering excellent user experience and a targeted marketing strategy to match. But if you don’t have the right tools in...
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4 min read
How the right creative helps you win business
by Simon Jolly on October 14, 2014
In a face-to-face situation, you can establish chemistry and build a relationship with a prospect. Salespeople can demonstrate their authority and establish credibility...
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2 min read
How to brand a new product or service to win the right business
by Simon Jolly on October 2, 2014
When you’re preparing to launch a new product it’s natural to think about new branding to reflect your investment in development and aspirations for success. The key is...
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3 min read
Why you should outsource your marketing: 3 benefits
by Tim Witcherley on August 21, 2014
Nobody knows your organisation, product or service better than you. This is one of the reasons why outsourcing your marketing can be such a tricky decision to make. Why...
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3 min read
Online reputation management - the bottom line
by Tim Witcherley on February 18, 2014
With the message of online technology safety being further reinforced through this year’s annual Safer Internet Day campaign, we’ve taken the opportunity to explore the...
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1 min read
[Case study] Selling software in a crowded marketplace
by Tim Witcherley on January 24, 2014
With the right marketing approach, software companies can generate more qualified leads, shorten the sales cycle and increase the average sales value. Here’s an example...
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4 min read
How to adapt your sales strategy for modern buying behaviours
by Lindsey Witcherley on November 15, 2013
In 1998, the average consumer saw or heard 1 million marketing messages – almost 3,000 per day – according to Fast Company. That was 15 years ago. We’re now in the age...
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5 min read
‘I generated £40,000 worth of business with a lead generation campaign’
by Tim Witcherley on November 14, 2013
We interview a B2B managing director about a successful lead generation campaign. Sarah: What were your goals when you approached Cognition? Neil: We wanted to get new...
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2 min read
Thomas Cook rebrand – successful exercise or key to recovery?
by Tim Witcherley on October 4, 2013
So, Britain’s oldest tour operator, Thomas Cook, has ditched its signature globe logo and unveiled a rebrand featuring a yellow heart-shaped logo. It’s a move that has...
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2 min read
How to use social media to enhance your customer service
by Lindsey Witcherley on September 30, 2013
An increasing number of consumers are turning to social media to make companies sit up and listen to their complaints, and I’m one of them. Immediacy is undoubtedly...
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2 min read