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Business Insights & Resources
Stay Informed. Stay Inspired. Stay Ahead.
At Crisp Consultancy, our purpose is to empower marketers and business leaders to stay ahead in an ever-evolving landscape. We’re passionate about helping you succeed by providing fresh perspectives, practical strategies, and forward-thinking insights that drive real impact.
Whether your goal is to enhance your online presence, strengthen your marketing performance, or unlock new opportunities for growth, we’re here to support you every step of the way.
Our insights go beyond trends - they’re designed to inspire action and deliver results. When you work with us, you gain a partner who’s deeply invested in your success, offering expertise that turns information into intelligent, informed decision-making.
With Crisp Consultancy, you’re not just keeping pace - you’re setting the standard.
Why it Matters - AI & Marketing
Artificial Intelligence (AI) is rapidly becoming a fundamental, non-negotiable component of competitive marketing strategy, functioning primarily as an augmentative force. Ginni Rometty frames AI adoption not as a threat of human replacement, but as a mandatory prerequisite for survival: “AI will not replace humans, but those who use AI will replace those who don't”.
Crisp Consultancy
3 days ago2 min read
Why it Matters - Business Model Canvas
The Business Model Canvas (BMC) is a framework for enforcing strategic discipline through deliberate choice. Michael Porter, a foundational figure in competitive strategy, identifies this deliberate choice as the essence of strategy itself: “The essence of strategy is choosing what not to do”. This perspective is vital for the BMC, where deciding which customer segments to ignore or which value propositions to forgo is often more powerful than deciding what to include.
Crisp Consultancy
Nov 192 min read
Why it Matters - Market Research & Insights
Market research provides the essential empirical foundation for effective marketing, driving products toward self-selling success. Peter Drucker established this benchmark in 1954, stating, “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself”. Drucker argued that successful marketing leads to the obsolescence of traditional salesmanship, transforming the process into one of logistics and distribution because th
Crisp Consultancy
Nov 122 min read
Why it Matters - Marketing with a Conscience
Ethical marketing requires moving beyond product excellence to encompass social responsibility and conscious practise. Philip Kotler, a preeminent figure in modern marketing, defines the higher standard: “A good company offers excellent products and services. A great company also offers excellent products and services but also strives to make the world a better place”. Marketing with a Conscience.
Crisp Consultancy
Nov 92 min read
Why it Matters - Data Analysis: Visualisation - Bringing Data to Life
The utility of data analysis is fundamentally limited by the quality of the input and the clarity of the output visualisation. Data integrity is the prerequisite for all analysis, a point emphasised by Michael Stonebraker: “Without clean data, or clean enough data, your data science is worthless”. Visualisation, therefore, is the final, communicative step in a process demanding technical rigour.
Crisp Consultancy
Nov 52 min read
Why it Matters - Content Marketing
Successful content marketing focuses on delivering authentic value, establishing a sustained relationship, and avoiding overtly self-serving communication. Tom Fishburne captures the ideal experience: “The best marketing doesn't feel like marketing”. This suggests that engagement is maximised when content provides utility or entertainment seamlessly, blurring the line between media consumption and brand interaction.
Crisp Consultancy
Oct 292 min read
Why it Matters - Finding Sources & Academic integrity
Academic integrity, embodied by thorough referencing and source verification, is paramount to producing credible research. Judy Hunter defines the dual function of citation: “A citation is both a signpost and an acknowledgement”. As a signpost, it guides the reader to the source material; as an acknowledgement, it recognises intellectual debt.
Crisp Consultancy
Oct 241 min read
Why it Matters - Tools and Tactics
Marketing tools and tactics bridge the gap between abstract strategy and tangible customer experience. Sun Tzu’s strategic wisdom holds true: “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat”. This reinforces that effective execution (tactics, utilising tools like Canva) must be seamlessly integrated with the overarching marketing plan (strategy).
Crisp Consultancy
Oct 222 min read
Why it Matters - Understanding Cultural Differences in Global Marketing
Global marketing success is inherently conditional upon a nuanced understanding of cultural differences, which are often sources of friction rather than synergy. Geert Hofstede, a pioneer in cross-cultural research, warned that “Culture is more often a source of conflict than of synergy. Cultural differences are a nuisance at best and often a disaster”. This perspective emphasises the complexity and high risk involved in generalising marketing strategies across borders.
Crisp Consultancy
Oct 172 min read
Why it Matters - Design Thinking
Design Thinking (DT) is an iterative, human-centred methodology for innovation that requires challenging inherent organisational assumptions. The philosophical mandate for DT stems from Albert Einstein’s observation: “We can't solve problems by using the same kind of thinking we used when we created them”. This calls for divergent thinking and a fundamental cognitive shift away from established, but failing, paradigms.
Crisp Consultancy
Oct 152 min read
Why it Matters - Visual Language of Marketing
In the context of data, visual language dictates how insights are received. Brent Dykes emphasises that “The skill of data storytelling is removing the noise and focusing people's attention on the key insights”.
Crisp Consultancy
Oct 82 min read
Why it Matters - Crafting Your Personal Brand
The management of a personal brand is fundamentally a long-term commitment to perceived and actual quality. Warren Buffett succinctly articulated the fragility of this asset, noting, “It takes 20 years to build a reputation and five minutes to ruin it”. This widely recognised statement underscores the non-linear risk profile inherent in reputation management, where years of consistent effort can be nullified by a single lapse in judgment or execution.
Crisp Consultancy
Oct 12 min read
Beyond Campaigns: How Integrated Marketing Communications Can Build a Better Future
For those of us in marketing, or those just starting out, it's plain to see that the world we operate in is more interconnected and complex than ever.
Crisp Consultancy
Jun 23 min read
What's next after Generative AI?
It feels like only yesterday we were all blinking in the face of it, and now generative AI is properly shaking things up in marketing and communications.
Crisp Consultancy
Apr 241 min read
Marketing isn’t just about marketing
The best marketers don’t just study marketing, they live and breathe it. They go beyond workshops, textbooks, and online classes.
Crisp Consultancy
Feb 102 min read
Bots, Bias and Believability: The AI Revolution in Marketing
We've seen the headlines. AI is booming. Tools are popping up faster than you can say "algorithm." DeepSeek, the latest GenAI whizzkid on...
Crisp Consultancy
Feb 62 min read
Using the Business Model Canvas for Marketing Success
This is where the Business Model Canvas (BMC) comes in, which I think is a powerful strategic tool that provides a clear, visual blueprint
Crisp Consultancy
Dec 1, 20244 min read
Marketing with a Conscience: Identifying and Addressing Biases
These days, consumers are increasingly value-driven, and so therefore the role of marketing transcends traditional business objectives.
Crisp Consultancy
Nov 24, 20242 min read
Design Thinking: Spark Creativity & Solve Problems Like a Pro
Design Thinking is less about fancy tools and more about perspective. It’s a mindset rooted in empathy, iteration, and problem-solving.
Crisp Consultancy
Nov 16, 20242 min read
Exploring Global Marketing: Navigating Cultural Nuances in International Marketing Strategy
In our trade and commerce interconnected world, effective global marketing is crucial for businesses aiming to thrive. As companies venture
Crisp Consultancy
Oct 17, 20243 min read
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