Case study: Stimulating the customer journey
“If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.” Court, Elzinga, Mulder & Vetvik[1] in The Consumer Decision Journey Brands need to have...
View ArticleHow brands use co-creation
The Co-Creation Continuum is a good model to gauge how brands use co-creation. It ranges from a sporadic approach that sees co-creation as a tactical market research tool to a systematic implementation...
View ArticleHow to Effectively Respond to a Social Media Crisis
Brands will sooner or later face some backslash online. If it escalates, it is necessary to know how to respond to a social media crisis. You need to define what constitutes a crisis and then consider...
View Article7 Powerful Benefits Of Brand Communities That Increase Profit
Brand management is moving towards a more open and collaborative approach that embraces brand communities. The benefits of brand communities are many and versatile. Whether through increased consumer...
View ArticleWhy Attractive Packaging Design Is Important for Your Brand
Attractive packaging design is important for your brand. It helps you stand out, consumers prefer packaging they feel is aesthetic, it creates certain expectations of quality and has priming effects,...
View ArticleMarketing ROI: When It’s Useful & When It’s Misleading
Marketing ROI appears to be lauded as the go-to metric to measure the effectiveness and efficiency of your marketing initiatives. Though definitely useful, marketing ROI can also be misleading and...
View Article11 Promising Alternative Social Medias to Build Your Brand
Established social media platforms such as Facebook, Instagram, Twitter and LinkedIn can be a great vehicle for building your brand. But it can be tough for brands to stand out and amass a following,...
View ArticleThe Marketing Advantages of Crowdfunding
Crowdfunding can be a great way to push a product to market at a lower risk than traditional manufacturing and distribution models. Because products are pre-ordered, you will have a precise amount to...
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