Brand management in b2b environments is often received with mixed views from corporate leadership. Some executives place it as a low priority and dismiss the value of brand building since b2b brands can be so far removed from the end-user. Others emp...
Humans are hard wired to enjoy games. We start playing from a very early age to entertain and stimulate ourselves and we continue to play games into later life to challenge ourselves, compete against or work with others and feel the rewards of effort...
Segmentation is an essential part of any effective marketing strategy. It can be used to strengthen communication to different audiences which in turn increases interest in a particular product, brand, or organization. Communication tailored specif...
Emotions play a large part in our decision making, whether we know it or not. In consumer markets, it is common knowledge that shoppers often make decisions on impulse, status or nostalgia. But what happens when we enter a business setting? Are we ab...
If you were to stop me in the street and ask “are you interested in economics?” I would at first have to overcome the shock of being an Englishman accosted in the street by a stranger. Following that, I would probably respond with a firm “no”...
In the age of constant innovation, we as consumers and businesses have the opportunity to experience new technologies all the time. More recently, the vintage concept of Virtual Reality (VR) has undergone a renaissance, enabled by vast technological ...
Time to Plug Gaps in the Customer Experience It is common knowledge that customer loyalty is a cornerstone of a successful business. A quick Google search yields millions of hits about the cost of new customer acquisition compared to the cost of reta...
Marketers are constantly challenged to ensure their brand, their product, or their service is the one prospective customers will ultimately choose. Marketers have grown adept at leveraging advertising, PR, direct marketing campaigns and personal sell...
New product development is a crucial component of future business success. By some estimates 30% of corporate revenues come from products that have been launched within the past 5 years. Developing a steady stream of successful new products is not an...