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Blur and Blurring Boundaries
Blur and Blurring Boundaries

Posted on 27/05/2022 by

What are Blurring Boundaries? In research that Marco Bevolo and I conducted in 2017, we posited the “Blur” between work and urban leisure as two polarities on a continuum. Where behaviors, activities, and categories overlap and complement each other. In this new world of “collage consumption,” business categories as we know them will cease. They will increasingly […]

The Future of Category Management
The Future of Category Management

Posted on 23/05/2022 by

What is Category Management in fast-moving consumer goods Fast-moving consumer goods (FMCG) companies constantly change their products and services to stay competitive. They also face limited shelf space and high competition from other brands. These companies need to manage their inventory efficiently to maximize profits. Fast-moving consumer goods companies constantly update their products and services […]

AI: why now? And what is the impact on marketing?
AI: why now? And what is the impact on marketing?

Posted on 20/05/2022 by

AI: why now? And what is the impact on marketing? AI before Marketing: Historical Foundations In computer sciences, researchers tend to track back the origins of AI as an academic discipline to a workshop in Dartmouth in 1955, in which top experts met to create this new academic field. That particular event was pivotal for […]

The Future of Trade Marketing
The Future of Trade Marketing

Posted on 16/05/2022 by

What is trade marketing? What exactly does trade marketing mean? Is it something that only large companies can afford, or is it possible for smaller businesses? Trade marketing is a form of marketing that involves promoting a company’s products or services to potential customers and shoppers. This type of marketing is channel-dependent, and it is […]

How To Build A Luxury Brand
How To Build A Luxury Brand

Posted on 12/05/2022 by

What is luxury? Before touching on luxury branding, we must address the definition of luxury, which is no easy task. While many focus on pricing, high ticket prices are more effective than category drivers. Many luxury wanna-be products and services have higher than average tickets yet do not deliver on any dimension of a luxury […]

Brand Repositioning, restage, rebranding, and the quest to stay relevant
Brand Repositioning, restage, rebranding, and the quest to stay relevant

Posted on 09/05/2022 by

What is brand repositioning? A brand repositioning is a strategic marketing initiative that seeks to alter a company’s image, positioning, and message. This can involve changing how a company markets itself, adjusting its product line, or even revamping its entire corporate structure. Repositioning a brand is often done to improve its standing in the market. […]

What is color psychology?
What is color psychology?

Posted on 02/05/2022 by

Psychology of Color has become a potent tool in marketing and branding. The color choices can affect your brand image and even influence sales. And this is why Color psychology has become a part of our lives. From clothing to food packaging, color plays a crucial role in our daily life. The question is, why […]

Brand Loyalty is Brand growth
Brand Loyalty is Brand growth

Posted on 28/04/2022 by

What Is Brand Loyalty? Brand loyalty is the positive association customers attach to a particular brand, whereby the brand has a higher than-usual share of the basket. Customers who demonstrate brand loyalty are not devoted to the product but are more likely to repeat purchases even in a highly competitive environment. Of course, some consumers […]

How To Build Brand Trust With Consumers
How To Build Brand Trust With Consumers

Posted on 25/04/2022 by

Trust Defines Brands Advertising is losing its influence over consumers. People are increasingly turning to ad blockers and finding ways to avoid ads.” There is a place for advertising,” says American Marketing Association CEO Mark Babbitt. – “Brands should use marketing to solve problems – 60% of consumers prefer ads that focus on helping them […]

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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