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6 success factors for retail marketing

More and more start-ups are appearing nowadays in the e-commerce field: “I have discovered a market niche, I have some very good products and I want to sell them online” – this is a phrase stated by a lot of young entrepreneurs. Nothing wrong so…
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The creative or the brief?

How many times have you heard about a client being dissatisfied with the deliverables of the advertising agency or about an agency dissastisfied with a client who does not know what he/she really wants? (I am sure that this happens more than we are willing…
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Marketing objectives are NOT sales objectives

Any company that has some self-respect has one or more business and sales objectives. We want to sell x% more than last year, we want to increase our market share, we want to sell a specific number of products – these are in the same…
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The brand, beyond the surface

Considering the growth of competition and the need of differentiation, the brand concept and the branding process generate intense debates among business and marketing people. Yet, many times there is a confusion between the visual expression and symbolism of a brand (what it is seen,…
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A different kind of joy

One of the main features of entrepreneurs is free spirit. The desire to make things by themselves, to prove that they can, desire which sometimes comes together with the need to control things, to keep all details under close observation. For more than once I…
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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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