Så här i årets slutskede brukar de flesta verksamheter göra bokslut och stämma av vad som åstadkommits under året, och frågan om att mäta marknads- föringens nytta och värde brukar…
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…
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…
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…
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…
If you ask your customers what their most important criteria are for choosing a supplier, most will say: “Number one is ‘price’. Number two is ‘quality’.” They’re lying. But it’s…
I filmen American Psycho får den sinnessjuke huvudrollskaraktären Patrick Bateman – en Wall Street-stekare med massmord som makaber hobby – frågan vad han sysslar med. I’m into murders and executions,…
Is the idea of B2C Lovemarks transferable to a B2B context? If so, how should a B2B Lovemark be characterized? Based on the theories of Saatchi and Saatchi CEO Kevin…