Market-driven positioning: Only the best value proposition guarantees success
Insiders have known it all along: When foreign companies succeed in growth markets, half of the success factor...
-
-
Global, hybrid or local: Four decision factors for the right degree of adaptation to the target market
The successful positioning of a brand is part of the high art of marketing. Based on complex factors, a concep...
-
From brand image to purchase activation: 4 stumbling blocks in brand communication
Again and again, brand managers underestimate the simple fact that brands are first and foremost created in th...
-
Personalized Campaigns: How and why they make all the difference
Faced with a rapidly transitioning media landscape and customers who are more selective in what they read and ...
-
Lean Corporate Communications – Adding Value Through the Creative Value Chain
Adding value while minimizing waste. This is the prevailing maxim on lean management. Starting in the 1990s, t...
-
NO PURPOSE, NO BRAND! Study by Globeone Switzerland
Swiss companies are too egocentric in their brand positioning. They usually talk about their own product and r...
- 1
- 2
