Book Review: Hooked: How to Build Habit-Forming Products by Nir Eyal

The first thing I do every morning is rush to my phone and check my emails. Every evening I promise myself to follow a different morning routine: drink my cup of coffee, relax my mind and plan the day ahead. And yet when the next morning Continue Reading

Low Budget Marketing: How to Successfully Compete and Win

This is a guest post by Julian Padurariu*.  Low budget marketing is one of the most popular topics during marketing conferences and training camps I frequently attend. As a marketing practitioner, I have been confronted with this exact challenge starting with the first serious projects I was involved in as a Marketing Manager or consultant during the […]

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The 8 Crucial Laws of Rebranding [Infographic]

This is a guest post by Michael Yunat*. A brand is much more than a name. It creates an identity that consumers can associate feelings with and give attributes to. A brand can include anything from a choice of font in a logo to a flagship product to even a signature sound. Many companies that have […]

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Pricing Strategy: How To Find the Optimal Price for Your Product or Service

If you’ve ever been involved in setting up the pricing strategy for a product or service you know how challenging the task can be. Charging too little might have a disastrous impact on profitability, while charging too much might leave you with no customers. The classic demand curve shows that a lower price results in more […]

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Luxury Marketing: Should Luxury Brands Sell Online?

The number of luxury consumers reached 330 million in 2013, up from 95 million in 1995, according to a study released by Bain and Company earlier this year. That’s a healthy 300% increase over almost 20 years. The same study predicts that 10 million customers will be joining the segment every year, bringing the total […]

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Marketing Challenges: Breaking Though The Noise

What do you think is the biggest challenge Marketers face? A good friend of mine who is also a Marketer asked me this question. It took me a while to come up with an answer. My biggest marketing challenge is making the brand message heard in a noisy environment. Let me explain. There are many […]

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How to Deliver on Your Brand Positioning

In 1997 ING Direct disrupted the Canadian retail banking with a very narrow positioning: “the bank of choice for those who want to save money”. The product offering was very simple: a savings account that paid significantly higher interest than all Canadian major banks, and no service charges. How was ING Direct able to deliver […]

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Brand Promise and Strategic Trade-Offs

In 2008, when asked if Apple plans to offer an entry-level notebook, Steve Jobs replied: “There are some customers which we chose not to serve. We don’t know how to make a $500 computer that’s not a piece of junk, and our DNA will not let us ship that… We’ve seen great success by focusing […]

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How to Perform An Industry Analysis Using Porter’s Five Forces

Important business decisions such as entering a new category or market segment require in-depth strategic analysis. Some of the more important questions that need an answer are: How attractive and profitable is the category I plan to penetrate? Is it feasible for my company to enter this category? What are my chances of successfully compete […]

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How To Generate Leads: 5 Proven Techniques

Creating growth through new customer acquisition has been consistently listed as Chief Marketing Officers’ top priority. With the explosion of available data and continuous fragmentation of communication channels, reaching the target audience is not going to get easier. In order to generate the proper leads you have to  know your customer. Moreover, not all strategies […]

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