Making sense of international marketing and brand strategy in the information age
One of the primary tasks of strategic marketing is helping brands focus both their message and their target audience. But for brand managers that means making decisions. And that means taking risks,... Read more
27 March, 2023Written by Victoria Rocha Image 1 Brands try to remain part of the different cultural streams. As brands have become “the uninvited crashers of the Web 2.0 party” like Fournier & Avery... Read more
26 March, 2019Five filters to sharpen your communication’s focus. TMI, or too much information, isn’t just a funny internet acronym. It’s the reason why many brands fail to get traction in the market with... Read more
19 June, 2014The third in a three-part series on best practices to focus your brand's offer and communication. Five filters to sharpen your communication's focus. TMI, or too much information, isn’t just a... Read more
18 June, 2014The first in a three-part series on best practices to focus your brand's offer and communication. One day I decided I needed a bluetooth headset. So I popped into my local phone shop to pick one... Read more
22 May, 2014There are only three ways new prospects can find your brand online, be sure to use all of them. So you have set up a brand website with helpful content for your prospects, perhaps you have an... Read more
13 May, 2014How to bridge your brand strategy into a digital strategy that will drive content marketing and social engagement? A premium fashion brand is unsure if it should follow back on Twitter or remain... Read more
8 May, 2014Wanting to do something with all your heart is great. It can bestow extraordinary focus, drive and fortitude. That’s always been the case. But in recent years this sentiment is increasingly being... Read more
18 February, 2014As marketers continue to increase their own online publishing endeavors they should take care not to dismiss traditional media but rather embrace it as a role model for their own online marketing... Read more
22 January, 2014APPLE SHOWS US HOW IT'S DONE WITH THE iPHONE 5 It may be apple season (with a small "a") in many parts of the Northern Hemisphere, but globally it's Apple season (with a capital "A"). That's because... Read more
12 September, 2012
