Brand strategy

A brand is not the product or service you buy, nor is it your relationship with the salesperson or the company. However, the product or service – as well as…

The name of a company, technology or solution is a central element of the image and a base for commercial success. A company name signals attributes like product and service…

Defining a brand’s personality or character is sometimes perceived as advertising industry hocus-pocus. One reason is probably that it feels difficult to apply the theory in practice. But the fact…

The brand is one of a company’s most important assets, not least in B2B where buying processes are complex and investments normally substantial. In many ways, “brand” can be translated…

Few leadership concepts have gained more traction in the past decade than Simon Sinek’s “Start with Why” and the Golden Circle with What/How/Why as its three levels. “Start with Why”…

The first and most important part of building a strong brand is to define the Vision framework for the company – clarifying the direction and objectives for all employees. The…

Naming a company, product or a technology is a strategically critical process. Still, it often becomes a “creative project” based on an internal competition or using the internal project name.…

A strong brand will help you sell more profitably. To sell more is simple, you just lower the price. Instead, selling more profitable is the foundation for long-term success and…

In the modern buying process, a strong brand is more important than ever. Strong brand is easy to say and we consultants love to use the term – but what…