Insights activation workshop

Insights activation workshop

In an era marked by digital transformation, the new currency has become information and shared knowledge. Both are fundamental for marketing and sales, research and development, and corporate communication. Why? Because they constitute the basis for strategic...
The path to market success: knowledge of brand drivers

The path to market success: knowledge of brand drivers

Owners of strong brands are aware of the particular brand drivers that strengthen their brands while differentiating them from the competition. Properly implemented, the brand drivers will develop their own, unmistakable brand image, by maintaining a clear profile and...
Social media monitoring and analytics

Social media monitoring and analytics

Recently introduced channels for interactive advertising and communication require businesses to engage in continuous social media monitoring and analytics. Doing so is the only way that companies can measure both the effectiveness and efficiency of their...
Brand purpose as a success factor for brand strategy

Brand purpose as a success factor for brand strategy

What is your company’s raison d’être? What added value do you offer your customers? Why is your company better than any other at providing that? Questions such as these must be raised – and not just by start-ups. Even seasoned, long-established branded goods...
Writing successful verbal formulations

Writing successful verbal formulations

How do I write verbal formulations that will increase the success rate of my innovations? This is a question we frequently encounter. An important criterion for success is a strong consumer insight – to assist companies in designing their products and marketing...
The brand key in the digital age

The brand key in the digital age

For brand positioning, many companies use models such as the brand key or the brand steering wheel. Other figurative models include the brand pyramid, the diamond, or the lighthouse.  These models usually contain elements such as functional and emotional benefits,...
Monetary brand value

Monetary brand value

Brand equity, as the central control variable in brand management, can be regarded from a financial as well as from a behavioral perspective. In financial terms, brand equity represents the value of all future cash surpluses the company is able to generate from the...