Making sense of international marketing and brand strategy in the information age
Why Marketing is not a True Profession and How We Could Change That When I speak to a group of marketing professionals, I like to start with a simple exercise: I ask for a show of hands for everyone... Read more
23 August, 2023Five of the most common brand positioning mistakes and how to avoid them Few things will help your brand build an engaging online audience faster than a strong position. Your brand’s position is an... Read more
31 March, 2023If you’re old enough to remember any of the albums below, then you may have noted the recent passing of Columbia House Record Club. Last month, the sixty-year-old marketing icon filed for... Read more
16 January, 2023Very often I'm asked what's the difference between sales, marketing and branding. Before I answer, it’s worth bearing in mind that many marketing terms are simply mental constructs. They are... Read more
29 November, 2022Written by Xinyi Yao Price discounts - simple yet effective Price discount may seem pretty simple, but may I remind you that it is a promotional tactic in marketing mix, which means... Read more
6 November, 2019Written by Paraskevi Devreli Image 1: Instagram logo (Peterson, 2018) The arise of Instagram’s society. Today, we are experiencing the dramatic change in communication and the emergence... Read more
31 July, 2019Written by Joshua Jong Having a good reputation is essential because it is the foundation for value judgement of a company (Gray & Balmer, 1998). The reputation is something that... Read more
2 April, 2019Written by Jessica Volk Image 1: Micro-moments in today’s smartphone society. (Pixels logo design, 2018) Remember the last time you checked your phone? Maybe you scrolled down your... Read more
28 February, 2019Written by Sandra Juncker Photo 1: A computer on social media. “It is a story of how ipsy’s founder, Michelle Phan, parlayed a devoted internet following into one of the country’s... Read more
26 February, 2019Written by Elsa Perpiñá Subiñas Some days ago, the concept of performance arrived to me in the shape of a YouTube video. Ter, the Spanish youtuber that has linked her vast knowledge in... Read more
22 January, 2019
