Our Thinking
May 1st, 2018
RATIONALE OF EMOTIONAL ATTACHMENT-
Tech Companies
+ Branding
The power of emotional attachment in consumer marketing is evident, but why do technology and engineering-based companies in the BtB sphere only focus on what they deem to be rational elements in their marketing? Why do leadership teams dominated by engineers so often refuse to take emotional brand attachment seriously
November 11, 2017
Knowing what you need to know
Understanding which core competence is at the heart of your company’s value creation, is one of four areas where strategic thinking is necessary to grow.
In one of my jobs, I headed a small investment fund that over five years analysed 300 companies and invested in five...
November 11, 2017
Does Culture matter in Business?
If you lead a company that plans to grow in export markets, I want you to think hard on whether you have the answer to this question: “How do you prepare your company for entering new cultural environments and your managers for good communication with customers, partne...
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