B2B decision processes normally involve 6-10+ people. The decision makers have different perspectives and we need to communicate with them in different ways. Management is looking at the total investment,…
Read MoreIt’s empirically proven that roughly a 50/50 split between brand building (long-term) and activation (short-term) can double the result from your investments in marketing. Still, few marketers seem to accept…
Read MoreThere are significant differences between B2B and B2C decisions. But also a number of similarities. One example is that “status” is equally important for some decision makers buying for the…
Read MoreSelecting a new agency is a big investment. Not only does the agency’s work cost money, but the true cost also includes how much time you need to spend to…
Read MoreFew 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”…
Read MoreThe basic idea behind segmentation is simple: If there are significant differences between customer groups that affects the decision process or make your solution more relevant, those groups should be…
Read MoreValue can be created in different ways – from new product development over built-in smart functions to create a high-quality feeling. In most cases, perceived value can be directly related…
Read MoreThe 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…
Read MoreGlobal collaboration is key for brand alignment and max effect for your marketing budget. By using the same concept and/or campaigns on multiple markets you gain a number of competitive…
Read MoreDuring the last years, the Marketing manager’s role has eroded. Today the CMO is more often out of the management team than in. And that’s odd since marketing drives growth…
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