Vid Lunds Universitet, Lund Brand Management Group, har Doktor Niklas Bondesson (f.d. Persson) och Docent Johan Anselmsson ägnat 20 forskningsår åt att utveckla en metodik för att spåra de bakomliggande…
Swedish Space Corporation, SSC, grundades 1972 och ägs av svenska staten. Företaget finns i sju länder, bland andra Sverige, Tyskland, Chile, USA och Kina, men har kunder i betydligt fler….
One of the core issues for B2B marketing is often: ”What is the customer willing to pay?” The answer is simple (at least in theory): the price the buyer can…
I dare to say that the vast majority of all companies have not a clue about why their products are bought. Or rather what perceptions about their company, product and…
A product is a good, service or idea that caters to (of fulfills) the needs and desires of organizations, social groups or individuals. A brand is a diverse collection of…
[youtube]http://www.youtube.com/watch?v=audakxABYUc[/youtube] In this highly entertaining TED talks speech, held in Oxford last year, the advertising giant Rory Sutherland discusses how advertising adds value to a product by changing our perception…
To define a brand’s personality or character is often perceived as advertising hocus-pocus. One of the reasons is of course that we who work with brand development fail to convey…
In 1960 E Jerome McCarthy published Basic Marketing. In it, he suggested that a company or product’s strategic position in the market could be described by four P’s: Product, Price,…
Probably the most commonly accepted definition of a brand is brand guru Walter Landor’s: ”A brand is a promise. By identifying and authenticating a product or service it delivers a…
På Pyramids kampanjsajt Väx i Motvind, där vi fokuserar på marknadsföringens och reklamens roll i lågkonjunktur, skriver idag Thomas Ahrens om vad som krävs för att vi skall få fart…