Mentors
MENTOR A-Z
- a
- Adam Ferrier
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Adam Ferrier
Adam Ferrier is a consumer psychologist and founding partner of Naked Communications Australia. He began his career as a forensic psychologist. Adam then had a stint at Saatchi & Saatchi before starting Naked Communications in 2004. He was also State under-12 Chess Champion in WA.
- Adam Franklin
- Amanda Gome
- Amanda Jesnoewski
- Amanda Watts
- b
- Bella Katz
- Brad Callaughan
- Brad Lindenberg
- Business Book Club
- c
- Cas McCullough
- Colin Benjamin
- Craig Hodges
- Craig Yeung
- d
- David Trewern
- Dean Ramler
- Debra Templar
- Dion Appel
- f
- Franz Madlener
- Fred Schebesta
- g
- Gillian Franklin
- Graeme McCormack
- Greg Hayes
- j
- Jacqueline Lehmann
- James Omond
- Jane Shelton
- Jason Rose
- Jo Burston
- Jonathan Weinstock
- Julia Bickerstaff
- k
- Ken Phillips
- l
- Lauren Ridgway
- Linnet Hunter
- m
- Marc Peskett
- Marcia Griffin
- Mark Campbell
- Martin Nally
- Michael Folmer Hansen
- Michael Fox
- Michael Giles
- Michael Halligan
- n
- Ned Dwyer
- Nick Crocker
- Nicole Kersh
- o
- Orsi Parkanyi
- p
- Paul Clements
- Paul Page
- Philip Alexander
- Phil Weinman
- r
- Rebekah Campbell
- Rene Sugo
- Reuben Buchanan
- Robert Krigsman
- s
- Sahil Merchant
- Scott Robinson
- Simon Foster
- Simon Harris
- Steve Kingston
- Steve Torso
- Steve Wright
- t
- Greg Ferrett
- Tom O'Toole
- Tony Faure
- Tony Glenning
- u
- John Russell
- v
- Vicki Crowe
- w
- Walid El-Khoury
- Weekend Reads
- William Willems
- y
- Yvonne Adele
Latest
Can I change my stupid business name after I’ve spent a mint on marketing?
Choosing your business name is perhaps the single most important decision you’ll make. When it comes to naming your start-up, there are four simple rules you should follow.
I’m a bad public speaker. How can I successfully pitch for capital?
If you’re naturally shy, it might be worth finding a business partner who can sell your idea to investors.
Does it really matter if a Subway sandwich is a 'foot-long'?
Big multinational brands like Subway can afford to survive some bad PR – but your start-up probably can’t.
Should I respond to people criticising our business on Twitter?
The answer should depend on whether they have legitimate customers with complaints or trolls who should be ignored.
How shall I decide how to price my products?
Be careful when you cut your prices. When customers see the prices of your products dropping, they assume you are having difficulty selling.
Are brand ambassadors only for big companies?
There is a far cheaper option than hiring a high paid athlete to represent your brand. Better still, they're already sitting in your office.
How do I make my marketing go viral?
Are you giving your customers quality content that they would want to show their friends? If not, your marketing won't go viral.
Should I use a local brand in overseas markets?
Unless there’s an issue with cultural sensitivity or potential embarrassment, I would be inclined to use the same brand around the world.
How closely should my business focus on a single demographic?
The answer will depend on your individual business, and how you define your opportunity.
Should I leverage topical news events for my advertising?
Everything in society is an opportunity to communicate your brand proposition. But there’s a catch.
Should I be a bit more short-term this year with my marketing activity?
Personally I think the annual marketing plan should be thrown out. It's not long enough to be strategic, and too long to stick to.
I’m opening up two hairdressing salons and I’m in the process of choosing a name. Help!
Naming is hard, so spend plenty of time on it and get it right.
How do you become an effective face of your brand?
The short answer is don’t. Unless you are in the most charismatic 0.1% of the population I would resist putting your image on the brand.
I’ve heard a bit about “sensory” marketing – does this actually work?
Don’t let anyone fool you, all marketing is sensory marketing. It’s just that we need to acknowledge there are at least five senses we can use to engage people with.
What kind of qualities should I be looking for in a marketing person?
A great marketer is someone who can drive demand led growth throughout your business.
Do logos do anything useful?
Is a logo important? Very, for two reasons – now and later. Get this wrong and your business could suffer.
An online rival is copying us. Should I launch an ad campaign to point this out?
Engaging in open warfare with your competitor may raise attention to not only them, but yourself as well. If they bite back, then the category grows as well.
Should I try some controversial advertising?
Consider taking the concept and putting it in an online environment, that way people can more easily pass it on from one person to the next. Better yet, put it into social media.
Should I put my faith in my advertising agency?
Any issues with trust between yourself and the advertising agency should have been worked out before you see their first campaign ideas. You’ve employed them to do a job.
How can I understand my customers better?
If you are going to start up a retail operation and don’t know who your target customers are for your marketing campaign then you are in lot of trouble.
