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The B2B true customer centricity looks at the consumer and not only at the customer

30-40 years ago or so marketing gurus such as Philip Kotler already pointed out the importance of customer centricity. However product development has mainly been driven by technology and the role of marketing was merely to “create the need” to match the company’s products.

But time has proven Kotler and friends right, and business development is [...]

May 9th, 2012 | Tags: , , , , , , | Category: in English, Marketing, Strategy | Leave a comment

Company karma and branding

guardian.co.uk

The eruption of the Icelandic volcano Eyjafjallajokull in April 2010 has shaken Europe, closing all airports in Northern Europe and causing huge financial losses in the travel industry. On diverse social media you could read of people stranded around the world – and the terrible service they got from their airlines, travel organizers, etc.: [...]

April 26th, 2010 | Tags: , , , , , | Category: Branding, Communication, in English, Marketing, Strategy, Viral Marketing | Leave a comment

What tha heck is branding?

I’ve been writing about branding and I realize that it seems to me that there is a misconception of what branding really is amongst my readers. Most relate branding to “have a known name” while others think of logos and visual identity. Branding is however much more than that.

The objective of branding is not to [...]

March 3rd, 2010 | Tags: , , , , | Category: Branding, in English, Marketing, Strategy, Viral Marketing | One comment

Is being first mover enough?

We all heard about the benefits of being first movers, but what does this mean? Is it always good to be first mover?

Toyota Prius, for instance. Absolute first mover. It was created in 1997 and it aimed to save us from greenhouse effect. An “innovative” hybrid machine of gasoline and electricity, able to get more [...]

March 1st, 2010 | Tags: , , | Category: Branding, in English, Marketing, Strategy | One comment

Boiling the plate

Update: 03rd. February 2009 – please read the related post “Boiling different plates”

Personally I’ve been addicted to Boilerplates, as I find them a fantastic tool that makes marketing and communication much easier to coordinate and to produce.

A Boilerplate is a piece of text that can be used as basis for any kind of communication, a [...]

January 29th, 2010 | Tags: , , , , , , , , , | Category: Communication, in English, Marketing, Strategy | 7 comments
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