Newsletter

It’s rare that Accountants are spoken of as examples of great marketing. So please indulge us as we share with you a wonderful campaign run by the Institute of Chartered Accountants in England and Wales back in 1995. So proud were the Institute of their campaign that they bought serious billboard space in London. On the billboard was written in huge writing:

“It’s easier to sleep with a Chartered Accountant.”

Talk about impact. The number of letters this campaign generated to the national press in England was amazing. It probably even turned up in comedians’ lines, news bulletins and so on.

And then, six months later they changed it.

What to? Well, we can’t tell you. Because we haven’t noticed any of their campaigns since — nor have there been reports of any letters appearing in the Times!

So, the question to ask is obvious. Why change it? Or more particularly, why change something that was working brilliantly?

They changed (like most other people) because they figured it was “time to change.”

In doing that, they fell into the trap into which many businesses fall — change for change’s sake. It’s wrong!

Many companies indiscriminately change campaigns in midstream. In the process of that change, they:

  1. Don’t allow the cumulative effect of a winning concept to work for them.
  2. Don’t allow the dynamics of testing to work for them.
  3. Make a patchwork quilt of their company’s image and position.

The truth is that you get tired of your own campaign long before it’s done its work out there in the marketplace.

Don’t arbitrarily abandon it. Only replace an approach when you’ve verified and validated a more successful and profitable successor. Again, that requires measurement, management and testing. And, as you’d understand, as Accountants we’re well-placed to help you with implementing those measurement systems. Please reach out if you’d like to discuss how we might do that.

Recent articles

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2016年11月28日、財務相からバックパッカー税率が9月発表された19%から15%に減じる事になりました。

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バックパッカー税率が来年一月から15%に変わります

2016年11月28日、財務相からバックパッカー税率が9月発表された19%から15%に減じる事になりました。

Read More

バックパッカー税率が来年一月から15%に変わります

2016年11月28日、財務相からバックパッカー税率が9月発表された19%から15%に減じる事になりました。

Read More

バックパッカー税率が来年一月から15%に変わります

2016年11月28日、財務相からバックパッカー税率が9月発表された19%から15%に減じる事になりました。

Read More

バックパッカー税率が来年一月から15%に変わります

2016年11月28日、財務相からバックパッカー税率が9月発表された19%から15%に減じる事になりました。

Read More

バックパッカー税率が来年一月から15%に変わります

2016年11月28日、財務相からバックパッカー税率が9月発表された19%から15%に減じる事になりました。

Read More

バックパッカー税率が来年一月から15%に変わります

2016年11月28日、財務相からバックパッカー税率が9月発表された19%から15%に減じる事になりました。

Read More

バックパッカー税率が来年一月から15%に変わります

2016年11月28日、財務相からバックパッカー税率が9月発表された19%から15%に減じる事になりました。

Read More

バックパッカー税率が来年一月から15%に変わります

2016年11月28日、財務相からバックパッカー税率が9月発表された19%から15%に減じる事になりました。

Read More

Maximize Value Before Sale

Selling a business at the right price and terms often takes a year or more. Owners who desire to sell their businesses should begin to maximize the value of their business at least two and preferably three or four years prior to the sale. Selling before you have to allows you to take a deliberate approach to what is probably the most important deal of your life. There are a number of methods to increase value within this time horizon and the increased payoff can be enormous relative to the company’s current value. Some of these methods are discussed below.

Read More

Maximize Value Before Sale

Selling a business at the right price and terms often takes a year or more. Owners who desire to sell their businesses should begin to maximize the value of their business at least two and preferably three or four years prior to the sale. Selling before you have to allows you to take a deliberate approach to what is probably the most important deal of your life. There are a number of methods to increase value within this time horizon and the increased payoff can be enormous relative to the company’s current value. Some of these methods are discussed below.

Read More

Maximize Value Before Sale

Selling a business at the right price and terms often takes a year or more. Owners who desire to sell their businesses should begin to maximize the value of their business at least two and preferably three or four years prior to the sale. Selling before you have to allows you to take a deliberate approach to what is probably the most important deal of your life. There are a number of methods to increase value within this time horizon and the increased payoff can be enormous relative to the company’s current value. Some of these methods are discussed below.

Read More

Maximize Value Before Sale

Selling a business at the right price and terms often takes a year or more. Owners who desire to sell their businesses should begin to maximize the value of their business at least two and preferably three or four years prior to the sale. Selling before you have to allows you to take a deliberate approach to what is probably the most important deal of your life. There are a number of methods to increase value within this time horizon and the increased payoff can be enormous relative to the company’s current value. Some of these methods are discussed below.

Read More

Maximize Value Before Sale

Selling a business at the right price and terms often takes a year or more. Owners who desire to sell their businesses should begin to maximize the value of their business at least two and preferably three or four years prior to the sale. Selling before you have to allows you to take a deliberate approach to what is probably the most important deal of your life. There are a number of methods to increase value within this time horizon and the increased payoff can be enormous relative to the company’s current value. Some of these methods are discussed below.

Read More

Maximize Value Before Sale

Selling a business at the right price and terms often takes a year or more. Owners who desire to sell their businesses should begin to maximize the value of their business at least two and preferably three or four years prior to the sale. Selling before you have to allows you to take a deliberate approach to what is probably the most important deal of your life. There are a number of methods to increase value within this time horizon and the increased payoff can be enormous relative to the company’s current value. Some of these methods are discussed below.

Read More

Maximize Value Before Sale

Selling a business at the right price and terms often takes a year or more. Owners who desire to sell their businesses should begin to maximize the value of their business at least two and preferably three or four years prior to the sale. Selling before you have to allows you to take a deliberate approach to what is probably the most important deal of your life. There are a number of methods to increase value within this time horizon and the increased payoff can be enormous relative to the company’s current value. Some of these methods are discussed below.

Read More

Maximize Value Before Sale

Selling a business at the right price and terms often takes a year or more. Owners who desire to sell their businesses should begin to maximize the value of their business at least two and preferably three or four years prior to the sale. Selling before you have to allows you to take a deliberate approach to what is probably the most important deal of your life. There are a number of methods to increase value within this time horizon and the increased payoff can be enormous relative to the company’s current value. Some of these methods are discussed below.

Read More

Maximize Value Before Sale

Selling a business at the right price and terms often takes a year or more. Owners who desire to sell their businesses should begin to maximize the value of their business at least two and preferably three or four years prior to the sale. Selling before you have to allows you to take a deliberate approach to what is probably the most important deal of your life. There are a number of methods to increase value within this time horizon and the increased payoff can be enormous relative to the company’s current value. Some of these methods are discussed below.

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Plan For Future Business Success

Jeff Immelt, the CEO of General Electric, once said that he has only two items in his job description:  One is to retire with the value of the company exceeding that when he took over and the other is to find a successor.

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Plan For Future Business Success

Jeff Immelt, the CEO of General Electric, once said that he has only two items in his job description:  One is to retire with the value of the company exceeding that when he took over and the other is to find a successor.

Read More

Plan For Future Business Success

Jeff Immelt, the CEO of General Electric, once said that he has only two items in his job description:  One is to retire with the value of the company exceeding that when he took over and the other is to find a successor.

Read More

Plan For Future Business Success

Jeff Immelt, the CEO of General Electric, once said that he has only two items in his job description:  One is to retire with the value of the company exceeding that when he took over and the other is to find a successor.

Read More

Plan For Future Business Success

Jeff Immelt, the CEO of General Electric, once said that he has only two items in his job description:  One is to retire with the value of the company exceeding that when he took over and the other is to find a successor.

Read More

Plan For Future Business Success

Jeff Immelt, the CEO of General Electric, once said that he has only two items in his job description:  One is to retire with the value of the company exceeding that when he took over and the other is to find a successor.

Read More

Plan For Future Business Success

Jeff Immelt, the CEO of General Electric, once said that he has only two items in his job description:  One is to retire with the value of the company exceeding that when he took over and the other is to find a successor.

Read More

Plan For Future Business Success

Jeff Immelt, the CEO of General Electric, once said that he has only two items in his job description:  One is to retire with the value of the company exceeding that when he took over and the other is to find a successor.

Read More

Plan For Future Business Success

Jeff Immelt, the CEO of General Electric, once said that he has only two items in his job description:  One is to retire with the value of the company exceeding that when he took over and the other is to find a successor.

Read More

New tax rules for backpackers, effective from 1 January 2017

The treasurer has announced that the new tax rate for backpackers will be reduced from 19 per cent to 15 per cent on earnings up to $37,000 on 28 November 2016. The new tax rules will be effective from 1 January 2017. Foreign resident tax rates will apply after that (refer to the tax table below). 

Read More

New tax rules for backpackers, effective from 1 January 2017

The treasurer has announced that the new tax rate for backpackers will be reduced from 19 per cent to 15 per cent on earnings up to $37,000 on 28 November 2016. The new tax rules will be effective from 1 January 2017. Foreign resident tax rates will apply after that (refer to the tax table below). 

Read More

New tax rules for backpackers, effective from 1 January 2017

The treasurer has announced that the new tax rate for backpackers will be reduced from 19 per cent to 15 per cent on earnings up to $37,000 on 28 November 2016. The new tax rules will be effective from 1 January 2017. Foreign resident tax rates will apply after that (refer to the tax table below). 

Read More

New tax rules for backpackers, effective from 1 January 2017

The treasurer has announced that the new tax rate for backpackers will be reduced from 19 per cent to 15 per cent on earnings up to $37,000 on 28 November 2016. The new tax rules will be effective from 1 January 2017. Foreign resident tax rates will apply after that (refer to the tax table below). 

Read More

New tax rules for backpackers, effective from 1 January 2017

The treasurer has announced that the new tax rate for backpackers will be reduced from 19 per cent to 15 per cent on earnings up to $37,000 on 28 November 2016. The new tax rules will be effective from 1 January 2017. Foreign resident tax rates will apply after that (refer to the tax table below). 

Read More

New tax rules for backpackers, effective from 1 January 2017

The treasurer has announced that the new tax rate for backpackers will be reduced from 19 per cent to 15 per cent on earnings up to $37,000 on 28 November 2016. The new tax rules will be effective from 1 January 2017. Foreign resident tax rates will apply after that (refer to the tax table below). 

Read More

New tax rules for backpackers, effective from 1 January 2017

The treasurer has announced that the new tax rate for backpackers will be reduced from 19 per cent to 15 per cent on earnings up to $37,000 on 28 November 2016. The new tax rules will be effective from 1 January 2017. Foreign resident tax rates will apply after that (refer to the tax table below). 

Read More

New tax rules for backpackers, effective from 1 January 2017

The treasurer has announced that the new tax rate for backpackers will be reduced from 19 per cent to 15 per cent on earnings up to $37,000 on 28 November 2016. The new tax rules will be effective from 1 January 2017. Foreign resident tax rates will apply after that (refer to the tax table below). 

Read More

New tax rules for backpackers, effective from 1 January 2017

The treasurer has announced that the new tax rate for backpackers will be reduced from 19 per cent to 15 per cent on earnings up to $37,000 on 28 November 2016. The new tax rules will be effective from 1 January 2017. Foreign resident tax rates will apply after that (refer to the tax table below). 

Read More

Avoid changing horses in midstream

 It’s rare that Accountants are spoken of as examples of great marketing. So please indulge us as we share with you a wonderful campaign run by the Institute of Chartered Accountants in England and Wales back in 1995. So proud were the Institute of their campaign that they bought serious billboard space in London. On the billboard was written in huge writing:  

Read More

Avoid changing horses in midstream

 It’s rare that Accountants are spoken of as examples of great marketing. So please indulge us as we share with you a wonderful campaign run by the Institute of Chartered Accountants in England and Wales back in 1995. So proud were the Institute of their campaign that they bought serious billboard space in London. On the billboard was written in huge writing:  

Read More

Avoid changing horses in midstream

 It’s rare that Accountants are spoken of as examples of great marketing. So please indulge us as we share with you a wonderful campaign run by the Institute of Chartered Accountants in England and Wales back in 1995. So proud were the Institute of their campaign that they bought serious billboard space in London. On the billboard was written in huge writing:  

Read More

Avoid changing horses in midstream

 It’s rare that Accountants are spoken of as examples of great marketing. So please indulge us as we share with you a wonderful campaign run by the Institute of Chartered Accountants in England and Wales back in 1995. So proud were the Institute of their campaign that they bought serious billboard space in London. On the billboard was written in huge writing:  

Read More

Avoid changing horses in midstream

 It’s rare that Accountants are spoken of as examples of great marketing. So please indulge us as we share with you a wonderful campaign run by the Institute of Chartered Accountants in England and Wales back in 1995. So proud were the Institute of their campaign that they bought serious billboard space in London. On the billboard was written in huge writing:  

Read More

Avoid changing horses in midstream

 It’s rare that Accountants are spoken of as examples of great marketing. So please indulge us as we share with you a wonderful campaign run by the Institute of Chartered Accountants in England and Wales back in 1995. So proud were the Institute of their campaign that they bought serious billboard space in London. On the billboard was written in huge writing:  

Read More

Avoid changing horses in midstream

 It’s rare that Accountants are spoken of as examples of great marketing. So please indulge us as we share with you a wonderful campaign run by the Institute of Chartered Accountants in England and Wales back in 1995. So proud were the Institute of their campaign that they bought serious billboard space in London. On the billboard was written in huge writing:  

Read More

Avoid changing horses in midstream

 It’s rare that Accountants are spoken of as examples of great marketing. So please indulge us as we share with you a wonderful campaign run by the Institute of Chartered Accountants in England and Wales back in 1995. So proud were the Institute of their campaign that they bought serious billboard space in London. On the billboard was written in huge writing:  

Read More

Avoid changing horses in midstream

 It’s rare that Accountants are spoken of as examples of great marketing. So please indulge us as we share with you a wonderful campaign run by the Institute of Chartered Accountants in England and Wales back in 1995. So proud were the Institute of their campaign that they bought serious billboard space in London. On the billboard was written in huge writing:  

Read More

Planning your future

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