Tag: marketing

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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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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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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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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