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Loud or Subtle luxury brands?
Loud or Subtle luxury brands?

Posted on 10/08/2022 by

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
Why NPS is necessary but not sufficient

Posted on 08/08/2022 by

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
The Rise of Brand Activism in the Digital Age

Posted on 28/07/2022 by

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
The importance of Brand Voice

Posted on 25/07/2022 by

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 […]

The marketing of platform businesses
The marketing of platform businesses

Posted on 30/06/2022 by

A “platform” refers to a business model, not simply any company using technology. Many people confuse a platform with a mobile application or a website, but platforms aren’t just pieces of software. It is a holistic business model that brings together consumers and producers. What is a platform business? A platform business helps facilitate interactions […]

What Is a Marketing Strategy?
What Is a Marketing Strategy?

Posted on 28/06/2022 by

A marketing strategy is a long-range, forward-looking approach and an overall game plan for any organization or business. Its goal is to achieve a sustainable competitive advantage by understanding consumers’ needs and wants. A marketing strategy refers to a business’s overall plan for reaching potential customers and turning them into customers of its products or […]

Brand-driven innovation: blurring boundaries for market leaders
Brand-driven innovation: blurring boundaries for market leaders

Posted on 23/06/2022 by

Brand-driven innovation: the origins. In an era of stagnant markets, technological disruption, rapid changes in consumer behavior and, where can big brands find their growth? One popular approach is to stretch a brand into an adjacent marketplace where it can still be relevant to consumers. This approach is becoming increasingly common in food and beverages, […]

Marketing Narrative: a quiet and unexpected rise
Marketing Narrative: a quiet and unexpected rise

Posted on 20/06/2022 by

Marketing Narrative is quietly and slowly gaining ground in marketing disciplines where brands and their managers historically tend to talk about themselves. Marketers can use Narratives to help address the strategic role that vision and leadership play in organizational growth and success by focusing on other people. In summary, Leaders do lead. Companies that win […]

UX, UI and Marketing
UX, UI and Marketing

Posted on 02/06/2022 by

What is UX? Explaining UX to marketing User experience, or UX, focuses on the interaction with a physical or digital product. User Experience Design (UxD) is how a firm researches users’ needs and how they interact with a product to build insights they incorporate into the design of a product. UxD does not focus only […]

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Building a Communication Ecosystem

Building Brand and Markting for an AI Startup.

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Building a new brand from scratch

Advisory Project for a Pharma StartUp.

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Internationalizing a local Gem

Advisory for a Beverage Company.

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Cases compilated and reviewed by Clutch