The concept of brand building has become particularly important nowadays, in view of sustainability, growth and the difficult to earn consumer trust. In our previous publication, we explored the benefits of increasing your ad spend particularly in turbulent times. When it comes to the 4Ps of marketing, how do you set the price of your […]

Are you constantly looking for more effective and innovative ways to meet your customers’ needs?  As the famous Henry Ford said (or at least, supposedly said, according to his biography by Anne Jardim): “If I had asked people what they wanted, they would have said faster horses.” A brand is only as innovative as its customers […]

In Part I of our publication, we introduced you to some actionable tips by Kantar that can help you strengthen your brand equity. Why is this such an important topic for us marketers? Because the greater the equity, the more desirable the brand is amongst consumers, retailers and employees; the more seamlessly it can fence off competitors; […]

An effective brand strategy will help you define your market position, understand customers better and create revenue growth. However, are you torn between performance marketing and brand building?  Wanting to invest in your brand’s future but also to secure the bottom line and ROI? In either case, the struggle is real – and happens on a […]

Do you have a favourite soft drink/chocolate/coffee brand? Guess what – the one that immediately comes to your mind holds the most brand equity with you.  According to a Gartner study,  81% of organizations expect to compete based on customer experience. And what is brand equity? It’s the epitome of customer experience – how consumers think and […]

In the digital age of AI and automation, our world is more connected than ever before. Yet, genuine human connection is rare and therefore particularly valuable.  As marketers, we always look for ways to understand our audience better in order to be able to offer relevant solutions and services. Searching for real, empathetic communication beyond […]

In a world of information overload, aggressive marketing strategies in an attempt to capture your audience’s attention often fail. If your campaign goes unnoticed, your marketing efforts feel irrelevant. In the end, when the right message does not reach the right people at the right time, it means a hard-earned advertising budget goes to waste.  […]