What is Brand Architecture? – What, Why and When
What is brand architecture? When I first heard “Brand Architecture”, I thought it was another buzz term in the infinite […]
What Branding Really Means and How you do Brand Management
What is branding? According to the American Marketing Association, “branding is the use of a name, term, design, symbol, or
Brand Archetypes: Will they Help you build Brand’s Personality?
What are brand archetypes? Brand archetypes are a set of 12 universal, relatable yet fictitious characters developed to help brands
The CBBE Model: How to Create Brand Equity
What is the CBBE Model in short? The CBBE model is a framework created by Keller in 1993 to help
How to Use Competitive Intelligence in Marketing Strategy
What is competitive intelligence? Competitive intelligence is the gathering and analysis of information about a company’s direct and indirect competitors.
How to Conduct Market Research: A Comprehensive Guide
What is market research and how does it fit within a company’s Marketing Strategy process? Market research is an important
Marketing Strategy for a Small Business. A Complete Overview
Every business has only two functions: marketing and innovation (cit. P. Drucker) Peter Drucker, the world-renowned management consultant and author,
What is Omnichannel Marketing Strategy (with NPS)
Omnichannel marketing is a strategy that puts the customer experience first. Across the customer journey, all touchpoints, from awareness through