An Idiosyncrasy of a brand or unique value proposition? To achieve success in branding equals following a simple guidepost of four steps, where after defining how we want to be perceived by future customers, followed by structuring our business...
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Whether business, education or social interaction that excite, the trendy words are often related to stimulation of thinking, out-of-the-box idea or innovative approaches to solving difficult day-to-day puzzles. So, if the obvious elephant in the room is to...
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In 2003 Keller famously pointed public attention to the definition of a brand as a product that diversifies the position of an organization as it adds the je ne sais quoi to a core product offering of a business...
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Facing the times of pressure, rapidly approaching deadlines at moments when our desk is already over floating with letters to be posted, papers to be submitted and 102 pages that still need the final eye of the reviewer before...
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Brand Strategy – the new business strategy paradigm? Looking through the prism of market competitiveness the search for the holy grail of brand strategy that creates sustainable growth and long-term impact on consumers’ minds leaving a mark emotionally engraved...
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