Author Archives: Filiberto Amati
The importance of a Brand Audit
Posted on 01/09/2022
Introduction The brand audit is probably the most recurring set of activities of brand marketers: probably not as a whole, but in its key ingredients. Marketers often think of their brands’ assets vs. the competition, their brand architecture vs. the competitors. They analyze their competitors’ product labels, packaging, and digital assets and build their strategies […]
What is product marketing?
Posted on 25/08/2022
Introduction to Product Marketing Product marketing is creating, communicating, and delivering value to target customers by focusing on the product or service (or the category of products/portfolio of services). It is an essential component of sales and marketing that helps organizations to develop demand for their product or service. Essentially, it’s a strategy for boosting […]
How to build a relevant B2B Brand Strategy
Posted on 22/08/2022
Introduction: A B2B Brand Strategy The business-to-business (B2B) market is very different than the consumer market. And there is a generally accepted wisdom that B2B Brands be less necessary than consumer ones. Consumers need products but choose and buy brands. But in business, companies always look for the best deal from the most reputable source. […]
Cracking Marketing for Small Businesses
Posted on 18/08/2022
Introduction to Marketing for Small Business The best marketing techniques for small businesses are easy to implement and inexpensive to maintain. Digital marketing is one of the most effective ways a small business can reach new customers and grow its audience, but it’s not as simple as creating an online presence. The role of marketing […]
The future of digital marketing
Posted on 15/08/2022
What is the future of digital marketing? The digital marketing landscape is constantly changing and evolving. This article will explore some of the biggest trends you can expect to see by 2030. The future of digital marketing is not crystal clear, but here are a few trends you can expect to see by 2030. As […]
Loud or Subtle luxury brands?
Posted on 10/08/2022
Brands that sell luxury goods aim to increase their brand’s perception of exclusivity by increasing its perceived value, availability, and design characteristics. But not all luxury brands are born equal. For design-based brands, a vital branding notion is brand prominence, which segments brands based on how visible visual identity markings are. In this space, there […]
Why NPS is necessary but not sufficient
Posted on 08/08/2022
NPS is a well-known market research tool that asks people whether they’d be likely to recommend something to their friends or colleagues. The NPS is an instrument developed by Fred Reichhold, who owns the registered name “NPS” in conjunction with Bain & Co. and Satmetrix. It has become popular because of its simplicity and transparency. […]
The Rise of Brand Activism in the Digital Age
Posted on 28/07/2022
Historically, most brands were marketed on performance characteristics such as “our toothpaste is better than your toothpaste.” They positioned themselves as “better at whitening teeth, preventing cavities, or giving you fresh breath.” Positioning is not sufficient anymore in our highly competitive markets today. You should consider marketing to millennials, who comprise one of today’s most […]
The importance of Brand Voice
Posted on 25/07/2022
What Brand Voice is and why it matters In the age and era of Instagram and Pinterest, many are concerned about how a business looks visually, from fonts and colors to designs and marketing materials. At the same time, they tend to overlook the notion of Brand Voice: even though social media has been included […]