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What is Brand Salience?
What is Brand Salience?

Posted on 27/02/2022 by

What is Brand Salience? In marketing measures, brand salience is a KPI that gauges how well respondents notice a brand. In cognitive psychology, “salience” defines the domain of the most prominent or noticeable. A Salient brand is a brand that consumers see and – more importantly – remember. This measure is particularly effective in assessing […]

The era of Bold Innovators
The era of Bold Innovators

Posted on 21/03/2021 by

Bold Innovators Thrive in a crisis. It is a very well-known fact that the COVID-19 pandemic has played a pivotal role in accelerating the adoption of digital technologies in all its tragedy. A very well-known meme, which has been circulating in the past several months on social media posts, executive, choosing is COVID-19 as the leading […]

Developing sustainable business models
Developing sustainable business models

Posted on 03/03/2021 by

Introduction Sintegralbility is an integral part of business, but it can be tricky to implement. Sustainable business models require a lot of dedication and commit companies working together to change their supply chains and processes. Some companies have already identified ways to make their business models more sustainable. While many ways to make your business […]

Design Writing, a design process made of words only
Design Writing, a design process made of words only

Posted on 03/03/2021 by

Design Writing is a design management process based on a clear set of formats, a multidisciplinary view, and a talent that excels in writing. It is neither professional writing nor technical writing. The fundamental purpose is to translate and articulate the brand positioning into storytelling assets in actionable text formats. However, this is a process […]

Trends Matrix
Trends Matrix

Posted on 03/03/2020 by

Trends matrix: a holistic view of relevant trends The trends matrix is a vital tool in setting the scene for analyzing and understanding consumer insights. As a matter of fact, on one side, the trend matrix helps prioritize insights. But also provides a clear view of what drives a consumer behavior change. In most of […]

The art of – and the science behind – Brand naming
The art of – and the science behind – Brand naming

Posted on 03/03/2020 by

How do you go about brand naming? Brand naming is a very challenging process that is borderline art and science. It is an unbelievably important task, which requires creativity and a great dose of strategic thinking.   First and foremost, a brand naming exercise should deliver a brand name with 2+1 dimensions: 1) Promise: evoke […]

Digital Transformation: fast is as important as right
Digital Transformation: fast is as important as right

Posted on 21/01/2019 by

Digital Transformation: fast is as important as right. In a recent post, I highlighted the importance of approaching digital transformation in the right way and honest way: too many companies treat the process as a bit of an experiment, and many more do not even try, pretending they are transforming. Nevertheless, speed is a third, […]

The Blurrification of media
The Blurrification of media

Posted on 23/03/2018 by

The Blurrification of boundaries in lifestyle, leisure, and media. In his mid 90s bestseller on the future of media[1], Nicholas Negroponte — one of the co-founders of the MIT Media Lab — introduced the revolutionary notion of technological convergence: he posited that with the transformation of “atoms to bits” and the consequent translation of all media into digital form, […]

Brand Essence, Discriminator and Brand Personality
Brand Essence, Discriminator and Brand Personality

Posted on 22/03/2017 by

Brand Essence, Discriminator, and Brand Personality This is the third and last post on our exploration journey on brand positioning. Previous destinations in the expedition — within the context of the brand key framework — included the diagnostic part of the positioning and the consumer-centric component of the model. We will now focus our attention […]

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Fractional

Fractional CMO for an AI Startup.

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Freelance

Freelance Project for a Pharma StartUp.

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Advisory

Boutique Advisory for a Beverage Company.

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Cases compilated and reviewed by Clutch