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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 broadly to a business’s overall plan for reaching potential customers and turning them into customers of its products […]

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 […]

The How-to of an Ideation Workshop
The How-to of an Ideation Workshop

Posted on 09/06/2022 by

Ideation workshop & innovation Innovation is all about finding creative ways to solve real-world problems. It may sound simple enough, but good ideas don’t just come out of nowhere. We often need to facilitate the process of innovation actively — and that’s when ideation comes into play. Most large companies have a two-fold problem regarding […]

A dictionary for the future
A dictionary for the future

Posted on 06/06/2022 by

As we enter an era of increasing complexity, rapid change, and critical uncertainty, all organizations need to be prepared for the unexpected. Strategic foresight is required when there is a high degree of uncertainty surrounding changes to the future context. Working with the future involves – first and foremost – understanding the key ingredients and […]

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 […]

The Future of KAM and the Origami Model
The Future of KAM and the Origami Model

Posted on 30/05/2022 by

What is KAM? Sale is an overarching process across all industries. KAM or Key Account Management is specific to B2B companies with multiple offerings and long-term repetitive engagement. KAM requires a thorough understanding of the customer’s domain, situation, and challenge before crafting a solution. In sales, one would be offering an existing product line. Key […]

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 2007, 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 blur into […]

The Future of Category Management
The Future of Category Management

Posted on 23/05/2022 by

What is Category Management in Fast Moving Consumers Goods Fast-moving consumer goods (FMCG) companies constantly change their products and services to stay competitive. They also face challenges such as 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 […]