"If the only tool you have is a hammer, you tend to see every problem as a nail." Abraham Maslow.


Cohesive Communications loves great ideas. A great idea is sometimes all that one of our clients needs to invigorate their marketing strategy. But we also know that creativity and vision can be totally useless – without direction.

Pretty pictures, witty words and a cool sounding rationale all have an attractive feel-good factor – but do they help your business? Does it make sense? Will it provide a return on your investment? When all you’re doing is getting people to do some thinking for you - how can you avoid indulging yourself in a waste of time and money?

Typically, the job of the marketer is seen as not to sell but to support sales within an organisation. As a consequence, marketing directors are often given the task of ‘increasing customer understanding of product benefits’ rather than increasing sales figures.

It’s that crossover between the absolute and the abstract that catches many strategists out. It’s not a wacky slogan you need – it’s a realisation of how to wake up your prospects and clients. Simply, it’s a dose of demand creation administered with the benefit of senior market experience.