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The main role of marketing is to build mental availability, i.e. to ensure that we are remembered by customers when they are prepared to buy and that they see the...

We are living in a more uncertain world than ever. War, tolls and hard-to-predict markets are only a few things that make many companies scrutinize their marketing budgets. Research shows...

What brand associations drive sales – i.e. what makes customers pay more and buy more? Maybe your salespeople have a clear idea. Perhaps you have done a classic market survey....

In the modern buying process, a strong brand is more important than ever. Strong brand is easy to say and we consultants love to use the term – but what...

Many argue that there aren´t any differences between B2C and B2B marketing. If I may be so bold, this statement is used mostly by those who do not work with...