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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 it also provides a clear view of what drives a change in consumer behavior. In […]

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 requiring 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 and […]

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, 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 […]

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 […]

Brand Key Model
Brand Key Model

Posted on 04/03/2017 by

Unlocking the elements of the Brand Key We begin today with a series of three posts on brand positioning by examining the brand key framework in depth. While this model is only one among many, we chose the brand key because it contains the most critical elements of the positioning exercise, the critical components of […]

Brand Positioning: Insights, Benefits, and RTBs
Brand Positioning: Insights, Benefits, and RTBs

Posted on 02/03/2017 by

The Reasons To Believe In Your Brand’s Future Marketing is essential to business, and companies spend millions on advertising every year. But how much of that money gets people to buy products? In this video, learn why marketers use different strategies to convince us to buy their products. They have an identity: Brands have an […]

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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