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COVID changed many things in our lives – some of them permanently. One of those changes is the relationship between the employee and the company. Increasingly we hear new employee prospects asking how much they can work remotely. Every day has become a casual Friday because we have gotten used to working in comfortable clothes …

Employee branding: How to utilize marketing to recruit and retain top talent Read More »

Do you need to re-assess your brand? Do you know where and what your brand is today? What it means to customers and how that may have changed in a rapidly evolving competitive environment? Asking yourself these questions can help ensure your brand is on the right path. The next important step is to understand …

Brand Assessment – The Orbiter tool goes digital Read More »

The new way of doing shopping As marketers, we recognize that Millennials are probably one of the most dynamic and change-oriented generations we’ve ever had. They are changing the way we work with their loudly voiced need to balance work and personal time and work remotely, and how technology plays a role in everything thing …

Omni Shopping – How millennial shoppers are changing the way we shop Read More »

People in the real estate business will tell you that there are three important factors to consider when buying a property. Location. Location. Location. Likewise, there are three important factors to consider when marketing a brand. Positioning. Positioning. Positioning. This won’t come as surprise to many of you as marketers. But we say the phrase brand …

How Well Do You REALLY Understand Brand Positioning? Read More »

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 sponsorships is associative imagery.  It literally elevates brand communication from a message to an experience. What you are trying to do with associative …

Maximizing Special Events and Sponsorships Read More »

“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 enterprise (SME) world. Although different in their concepts and context, these two worlds face similar challenges, from finding the …

Human-Centric Marketing for SMEs and Startups Read More »

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 significantly. A brand pivot doesn’t mean a complete repositioning but, as is the case with a multifaceted brand, you can simply adjust …

Marketing in a Post-Crisis World Read More »

The importance of CSR Corporate Social Responsibility (CSR) is no longer a nice to have addition to our overall business plan; it has now become a must have. Mankind’s impact on global weather is no longer a debatable topic, it’s a fact. You know it. Your employees know it. Your suppliers know it. And, most …

Choosing the Right Corporate Responsibility (CSR) Path for My Business Read More »

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 someone to take action, you must make it meaningful and worthwhile for them to do so. If you want a supplier to work closely with …

Brand Positioning to Stakeholders Read More »