In this time of unprecedented crisis, when the commercial environment has been thrown into flux and the need to support the general wellbeing of society has been brought starkly to the fore, maximizing profits and shareholder returns is no lon ...
Marketers have come to rely on brand maps to visually gauge a brand’s position in a given market against that of their competitors. These traditional maps provide companies with a visual depiction of where a brand sits in the competitive landscap ...
Last year the global spend on advertising was $493 billion. This spend increased dramatically from 2015, largely in the U.S. due to Olympics-related ads and the presidential election. The U.S. alone spent over $191 billion on advertising in 2016. Why ...
One of the first considerations in your marketing strategy should be your customer value proposition (CVP). Essentially this is determining the factors that your customers place the most value on when it comes to your products and services. Building ...
The word ‘brand’ is most often associated with the physical representations such as the name, logo, colour schemes and other visible features which provide instant recognition. For example, consumers can easily recognise the swoosh of Nike and th ...
Every year in America alone, around 3.5 million people suffer a non-fatal occupational injury or illness (according to the Bureau of Labor Statistics). Data show that up to 40% of all workplace injuries occur to the hand. Such injuries include cuts, ...
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 ...
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 ...