Category: Blog

Branding: polishing and crystallization

First of all, branding is about choices and decisions. In marketing and communication there are infinite possibilities in which you can communicate a brand. But how do you choose what and how you communicate? And who is taking these decisions? These are questions I face…
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You reap what you sow (or the contemporary marketing ROI theory)

In the last years I have observed the way in which various companies and CEOs approach and relate to marketing and I have identified a series of behavior patterns specific, on the one side, to those performing in marketing and, on the other side, to…
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Marketing performance: an equation with several variables

After a series of recent studies, it seems that the evaluation of the marketing activity performance (including process management) is situated on one of the top positions of companies’ biggest challenges, alongside with financial management and, nowadays, human resources performance. Yet, we will only deal…
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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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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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