In his 2014 article - The ultimate marketing machine - Keith Weed, CMO of Unilever, described the top marketing job as the one of an orchestrator, creating and fostering marketing teams with three core capabilities: thinking/analytical, feeling/sensing consumers, content/creative production. In this context the marketing organization is an extended one,
Developing a start-up in the Real Estate Market in SpainMeet Arad Edrey-Lavie, managing director NuvoBarcelona, Unique Advisory For International Investors In Barcelona. After 10 years of developing telecom and telecom related service, Arad saw a crazy opportunity, developing a real estate company for foreign investors in the crashed Spanish market.
Innovation thinking: embrace and cultivateInnovation thinking cannot be deployed, it must be cultivated, and in order to be cultivated, it needs to be embraced, not imposed. A properly executed and well communicated innovation thinking programme which starts out gradually and lets everyone become used to the idea can change the
Design Writing. Why it is hot, why it is old as the world.As a writer myself, both advertising copywriter in the past as well as published author in the research and business context, it feels rather peculiar to elaborate upon the recent wave –or tsunami, should we say- of visionary
The risks of a narrow view of digital transformationThe notion of digital is a misleading, ethereal, almost uncatchable concept, which comes with no clear threshold on its domain, with no clear boundaries. Sometimes it means everything, some others it really is used as an empty concept.The issue is not really
Developing and Using a brand auditGrowth is critical, but with it come challenges. The bigger a firm becomes, the harder it is for its leaders to keep tabs on each of their markets and to manage each one with an approach that remains balanced between responding to local information and