Blog

5 qualities which make the difference in marketing

If I were to ask you how a marketing person should be, probably the first associated quality would be creativity. Combined with a sort of “out of the box” vision or approach or something different, with some surprise, more of “something that no one has…
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Do we really need employer branding?

Any company that wants to sell needs a commercial brand very well constructed. Meaning that image associated with the products or services sold, in which most of the marketing budgets are invested. Because we do want to sell, right? What is left after we draw…
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Where do branding and mathematics meet?

A business is a complex and vivid entity, formed of various elements coming together, following each other, overlapping, conditioning and supporting each other like stairs. See the math? Sequences, sums, causality. And it is just the beginning.  And what is branding? It is that process…
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What is a brand? Fluffy cloud or reinforced concrete?

What is a brand? This is the kind of question you can receive an infinity of answers to. And as many personal interpretations. Which is not even that wrong, because actually the modern definition of a brand says it is the quintessence of the relation…
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Where does creativity come from?

For some time now I have found myself looking at commercials (there was a time when I could not bear see any at all, being so many years too connected to them, that is). Of all kinds, on YouTube, on the street, on TV or…
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To have or not to have a plan? This is the question

I have recently had, in various business events I attended, a series of interesting discussions about agility and consistency, out of which a conclusion was clearly drawn, namely that marketing performance nowadays is based on two apparently opposing components, which yet combined generate the best…
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Who do you talk to?

  Somehow, I always end up getting in debates with all kinds of businessmen about their businesses, about their challenges and the problems they have. All the time we get to my favorite discussion, namely how they do marketing. They start telling me they tried…
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10 principles for marketing performance

Marketing has become an even more complex field, with new challenges and channels. Thus, it is no surprise that marketing performance has become a controversial subject generating heated debates inside companies and sometimes, even inside departments. I have gathered here a series of rules which…
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7 issues that marketing is facing

Lately, I’ve had many discussions with marketing people in various companies, but also with entrepreneurs or top managers of larger companies. Though different in size or field, no matter the topics discussed, I have come to observe a series of problems which seem to be…
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What’s the difference between a slogan and a value proposition? (or When creativity misleads business)

In general people like beauty. They like different form of art and things that have been generated through creativity. Creativity as such is something that most of the people consider a positive and aspiring treat. Not all people are creative, right? Being creative means somehow…
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