How to build, in three years, a brand the market can’t ignore.
Every CEO I’ve met in recent years has asked me, in one form or another, the same question. How do I build, over the […]
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There are things that stimulate different thoughts. These, for example.
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Why every serious company needs a Communication Manager.
There’s a recent conversation every CEO should spend an hour on. On one side, Sir John Hegarty, one of the
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The more they love you, the more they buy.
The problem is not how many salespeople you have. It is what they find when they get there. Your marketing manager knows
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How an Italian company made its products irresistible.
The best product in the room. That nobody buys. Foto di MILAN GAZIEV su Unsplash You built something you believe
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Strategic leadership and impact tourism
There is a profound difference between enduring the ecological transition and driving it as protagonists. The announcement by Lopesan Hotel
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Invest or spend? The difference nobody wants to admit.
Foto di micheile henderson su Unsplash Every euro allocated to communication is a decision. The question is: are you building
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You’re building. On someone else’s ground.
You can scale the business. But if the market doesn’t recognize you, you’re building on someone else’s ground. I’ve met
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They weren’t listening to you. They were listening to what you made them feel.
The message is rarely the issue. The feeling it generates — or fails to generate — is. Your brand isn’t
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Marketing & Communications Manager. It’s an oxymoron.
Dear CEOs and HR Managers, do you have a Marketing & Communication Manager in your organization? We see this title
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No use quality if you can
Most companies don’t have a communication problem. They have a clarity problem. They know what they sell. They don’t know
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How to make a passionate audience fall in love with your Brand.
A masterclass in communication. Tap into your audience’s passion to convey closeness, support, and shared values. In short: how to
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Branding vs Marketing. Let’s set the record straight.
Marketing: the short version. Marketing actively promotes a product or a service. It is tactical. It builds messages designed to
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Easy Marketing.
A professor explained marketing to MBA students. 1 You see gorgeous girl in party, you go to her and say:
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Built in the factory. Lives in your head.
Good storytelling demands emotional involvement. And it returns the favor, with interest. There’s a fundamental difference between describing a product
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Out of the box.
Out of the box thinking. To promote public bus usage, the Flemish public transport company in Belgium commissioned a commercial.
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Strategy is easier said than done.
A brand is alive. It follows or anticipates sociological shifts. It intercepts the emerging needs of changing markets. It interacts