We always return a favor. Our built-in drive to reciprocate something we’ve received is extremely strong – we feel uncomfortable until we have “paid it back.” This means that if…
Read More87% of frontline people don't know their own company’s strategy. Maybe even worse – 49% of C-suite don't either… All according to a study from MIT. For me, it all…
Read MoreThe ultimate goal of branding and communication is to trigger a behavior. We want our customers and potential customers to do something (for example, buy a product) or not do…
Read MoreA strong brand is a brand that drives sales and/or justifies a premium price for your product. But what makes you unique and can get your customers to select you…
Read MoreThe communication brief is a very important element in the process of developing effective marketing solutions together with your agency. Not only does the brief provide a focal point for…
Read More”What gets measured gets done” is a well-known saying. The need to measure and report the effects of marketing and communication keeps growing, both in terms of showing the value…
Read MoreAccount Based Marketing, or ABM, is a strategy to win key customers. You know them, and you probably have a dialogue with some of them, The challenge to reach the…
Read MoreOne of the best copywriters I have worked with was Roger Peacock. A true British gentleman and a master with words. Each Christmas, Roger entertained us, Pyramidians and customers, with…
Read MoreWe humans like to think we are rational and make wise decisions. In reality, it’s quite the opposite — something that the science of behavioral economics has proven. And nowhere are…
Read MoreThe 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…
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