The Value Chain: why and what
The Value Chain: why and what

Posted on 30/11/2022 by

Introduction to the value chain The objective of this post is for you to get acquainted with what a value chain is, how we can price each of the steps of the value chain, and how this is a tool you should have in your toolbox for negotiations.  What is a Value Chain? We will […]

Winning the export game
Winning the export game

Posted on 24/11/2022 by

Introduction to exports Not winning in the export game? You are not alone. Why do so many companies fail at exports? A lot of companies fail at it because they have a “moving boxes” mentality and not a transparent export model.  Is there an export model that is preferable to another? Not really, but the […]

Optimizing the route to market strategy
Optimizing the route to market strategy

Posted on 20/11/2022 by

Introduction to the route to market strategy The route to market approach is a crucial piece of the strategic puzzle of any company. For companies that have a wide range of products and services, it’s essential to understand how the firm will sell each product. This is especially true if the company can sell a […]

Stereotypes in Marketing
Stereotypes in Marketing

Posted on 11/11/2022 by

Introduction to Stereotypes in Marketing Gender stereotyping is a problem for both men and women. It can make it harder for people to be themselves and limit their workplace and home opportunities. But what exactly is gender stereotyping? And how does it happen? This post will look at how marketers reinforce gender stereotypes through marketing […]

Logos with hidden messages
Logos with hidden messages

Posted on 08/11/2022 by

Logos with hidden messages These logos prove there’s more to a company’s logo than meets the eye. You might not have noticed these hidden messages from the moment you first saw them, but now that you know they’re there, they’ll be impossible to unsee! Marketing and design leverage symbolism and nuances to set expectations and […]

Marketing Effectiveness: does your marketing build your brand?
Marketing Effectiveness: does your marketing build your brand?

Posted on 03/11/2022 by

Introduction to Marketing Effectiveness Marketing activities are a significant investment for any organization. Marketers’ challenges are whether those investments should drive short-term sales or just long-term branding. Or can they fuel both?  In other words, are your marketing efforts building your brand?  How can you prove your marketing efforts create value for your brand? Your […]

The era of influencers is over
The era of influencers is over

Posted on 25/10/2022 by

Is the influencer trend over? The term “influencer” is almost ubiquitous in today’s society. Whether you’re working to earn your Instagram-worthy beach bod or simply trying to get the attention of that cute girl or guy at the coffee shop, everyone seems to be obsessed with becoming an influencer. Yet as our media landscape continues […]

Brand Essence Examples
Brand Essence Examples

Posted on 13/10/2022 by

Introduction Brand Essence Examples are a way to learn about brand essence and to monitor what known brands stand for. But what is the essence? The essence is a brand’s promise and purpose. It sets expectations for consumers, customers, and stakeholders. It tells why the company exists, what they do, and how they do it. […]

Category Management Tools
Category Management Tools

Posted on 10/10/2022 by

Introduction Whether you are a retailer or a brand in modern trade, category management is essential to drive revenues and profitability. It allows your business to improve efficiency, manage inventory more effectively and make more informed decisions.  What are the benefits of having this tool in your business? And how can you choose the suitable […]