No Brand Is Safe in the “Age of Disruption”

The American Marketing Association recently convened a diverse group of brand builders to address one of the most significant brand issues of the day – disruption and the threat it poses to established brands at New York’s Harvard Club. The panelists, whose members represented a global brand, GE, a firm that maps changes in the Read more

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Experience Automation and How to Get It Right

What does “good” service actually mean in the digital age? The answer to this question is not an easy one. Today’s fickle customers want what they want when they want it. One minute they might want a human to answer the phone while another they wish to resolve an issue without any human interaction at Read more


How to Gain and Use Brand Insights: Branding Roundtable #18

Brand insights. Customer insights. What’s the difference, why do they matter, and how can marketers best develop and use them? In a world awash with data, arriving at actionable insights may feel harder than ever, notwithstanding the wealth of research methodologies available to marketers.  In this month’s Branding Roundtable, we explore what works – and Read more


How To Build Your Brand Fast

The pace of business is accelerating. There are many reasons for this rapid growth. For one thing,  people can access more information at a faster rate. Talented people can launch a start-up without spending years acquiring a university education. Bill Gates and Steve Jobs did not finish college before they launched their respective businesses. For another Read more


Improve Productivity and Collaboration With Video Conferencing

As a new year approaches, many companies in Germany and Europe are looking ahead to find ways to increase profits and find better ways to do business. Economic recovery has been slow, but things are beginning to look up; businesses are looking for smart investments that will further recovery and make the future brighter for Read more


Native Advertising: Read Between the Lines

Native advertising is growing in confidence as marketers look to make successful, discreet, and direct impacts on their target consumers. Native advertising is beginning to gather momentum; a marketing presence that is increasing in volume but more importantly, improving its impact. To advertise natively requires true self-brand awareness but more significantly, detailed awareness of the Read more


The Language of Branding: Verbal Identity in the Chinese Market

From 2005-2015, branding in China has undergone a roller coaster of rapid development. In my previous article, I shared my observations of how branding has transformed the way 1.3 billion people consume. For this first article of 2016, I will share with you insights about naming. The First Steps of Branding The interesting thing about naming Read more


How B2B CMOs Can Overcome the Content Challenge

B2B content marketing has been a top buzzword for several years, a shiny new object on the marketing horizon, but after countless content conferences, books, and an endless stream of blogs, Slideshares, whitepapers, and videos, some potholes appear in the content fast lane. While there is a lot of spending going on, the number of Read more


Are Your Customers Happy? If Not It’s Time for a Change

Customer satisfaction is imperative to the success of any business. Customers have certain expectations when conducting business with a company. They anticipate that their needs will be met and that they will purchase products or services from your company that is of high quality. When businesses are unable to meet the needs of customers, things Read more


12 branding considerations for 2016

With the New Year around the corner, it is time for businesses to reflect on their brand’s perception in the marketplace and how they can rejuvenate it to be perceived even better in 2016. Excitement looms for those businesses that are prepared to take bold actions and raise their brand’s energy to the next level Read more