Insights - Page 4 of 8 - Amati and Associates
The marketing of platform businesses
Posted on 30/06/2022
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?
Posted on 28/06/2022
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
Posted on 23/06/2022
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
Posted on 20/06/2022
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
Posted on 09/06/2022
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
Posted on 06/06/2022
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
Posted on 02/06/2022
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
Posted on 30/05/2022
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
Posted on 27/05/2022
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 […]