Maximizing Special Events and Sponsorships

Maximizing Special Events and Sponsorships

Events and Sponsorships - Leveraging the Brand Strategy This is where you can have a lot of fun in integrated marketing communication. The brand strategy you want to leverage with events and...

Human-Centric Marketing for SMEs and Startups

Human-Centric Marketing for SMEs and Startups

“I don’t have the time or the money for marketing, I need to focus on running my business.” This is probably one of the most common complaints about marketing in the startup and small and medium...

Marketing in a Post-Crisis World

Marketing in a Post-Crisis World

Post-Crisis and Brand Pivot In the past, we addressed the need to do a brand pivot during the lockdown (and now during the beginning of a Post-crisis life) because customer attitudes are altering...

Brand Positioning to Stakeholders

Brand Positioning to Stakeholders

Creating a brand positioning targeting different stakeholders is not so different from how and why you build a brand positioning targeting consumers. The fundamental point is that if you want...

Stakeholder Segmentation and Targeting

Stakeholder Segmentation and Targeting

The core of brand management is understanding customers and uncovering insights that allow you to position your brand successfully. A strong understanding of your stakeholders and the resulting...

From Brand Management to Stakeholder Management

From Brand Management to Stakeholder Management

When Darwin talked about "natural selection", giving rise to Herbert Spencer’s coinage of the term "survival of the fittest", he wasn’t saying that it’s the strongest who thrive over time, but those...

Going Local

Going Local

What Service Businesses Can Learn from Tourism As we start to bounce back after COVID, we are happy to see customers returning to our stores, restaurants, businesses, and tourist attractions that...

Core Creative Idea

Core Creative Idea

As marketers, we know that one of the toughest challenges we face is how to develop creative advertising that captures the customer’s attention in a very cluttered environment in a way that also...

Human-Centric Segmentation

Human-Centric Segmentation

Why people do what they do People buy for emotional reasons and then look for rational reasons to explain those emotional decisions. More and more marketers, in B2C or even B2B, are recognizing this...

Performance Alignment

Performance Alignment

Getting things done requires the support and commitment of a lot of people inside and outside the company. It is not enough to tell them what you want to do; you must involve them. The ancient...

Experiential Marketing

Experiential Marketing

As marketers, we talk a lot about the brand experience being the cumulative effect of various brand features and benefits that fit the emotional and functional needs of targeted customer segments....

The Trump Brand

The Trump Brand

What’s Driving Trump’s Amazing Appeal with American Voters? Whether you are for or against Donald Trump becoming President of the United States, it is undeniable that he is redefining what voters in...

Sponsorships – Do they really work?

Sponsorships – Do they really work?

Sponsorships: Drowning in a sea of logos How many times have we seen a football game, a Formula One race, a basketball game, or any other sporting activity with sponsorships being just logos...

Neuromarketing: Dealing With Nano-Seconds

Neuromarketing: Dealing With Nano-Seconds

In the last century, we have seen a clear shift in customer behavior from simply buying different products to shopping. The word shopping, over time, has become more and more important and has...

Tension Point: can you feel the … tension?

Tension Point: can you feel the … tension?

American comedian Jerry Seinfeld stated that the architecture of humor is all about digging into a tension point and releasing that tension through the punch line – with the resulting laughs. His...

Human-Centric Marketing

Human-Centric Marketing

As marketers, we like to believe we are consumer-centric or even human-centric in everything we do, but the reality is that we often get lost in processes, tools, and procedures that are more...

Exponential Positioning – Solving For X

Exponential Positioning – Solving For X

People in the real estate business will tell you that the three most important factors to consider are:
Location.
Location.
And location.

    Likewise, the three most important factors in marketing a brand are?

The Rise Of Nationalism

The Rise Of Nationalism

Problem or opportunity for marketers? There has been a rise in nationalism across the world over the past several years. A lot of it is fueled by politicians who want to increase their popularity by...

Corporate Social Responsibility Optimization

Corporate Social Responsibility Optimization

These days’ companies are becoming increasingly concerned about Corporate Social Responsibility (CSR) and the role of the company in the community. Some companies do it because they believe they can and should have a more positive role in society, while others see it mostly as a defensive move in the event something goes wrong. Regardless your motivation, it makes sense to do it.

Value Diagnostics: Getting it right

Value Diagnostics: Getting it right

Imagine the new manager of a Formula One team. His goal has been predetermined with extreme clarity:’ Win the Formula One within three years.’ Because he comes from a business background, he pulls out the tried and true SWOT analysis form (Strengths, Weaknesses, Opportunities, and Threats) and begins to fill it out. is this really the best start?

Balancing the Global/Local Brand Experience

Balancing the Global/Local Brand Experience

Developing an effective strategy for your brand in the market is tough work. It is even tougher to manage a global brand across multiple markets and all that it carries and means from one market to another and yet still ensure that it is highly relevant to a specific local market.

The Dr. House Of Marketing

The Dr. House Of Marketing

We all know Dr. House; the guy we love to hate. The famous TV-character who turns the rules upside down, without any hesitation, but always manages to get his answer. You often see him standing if front of the white board jotting down diagnoses, eliminating them one by one through trial and error. His process is called Differential Diagnosis (or DDx). Lets see how this technique can be applied in consumer insight mining.