...your brand to success Far too many companies have product labels which they think are brands. However, a brand is something people ask for by name. A brand stands for......
...If a company is entering a new market, where common sense and observation tells us the market is huge in size, there may be little point in spending lots of......
...and ‘partnership’ are key needs, and usually they are insufficiently met. Be a storyteller In looking for outcomes, business-to-business customers require a compelling, complex and multifaceted proposition comprising features,.....
...commitment is hitting a high note in the companies we interviewed. It seems that the beating hearts of companies want to deliver great customer experience but find it difficult to......
...desirable, distinctive and defensible. A marketing strategy should look for opportunities to augment the product (or service) in order to further distinguish the company from the competition, to find new......
...organisation itself – become “commoditised”. The essence of a commodity is that it is readily interchangeable with other similar commodities. Therefore the logical consequence of this process is that communicating......
...2014). The ranking includes private as well as publicly traded companies. To make the list, companies need to meet the following two requirements: The company is independent instead of a......
...I think that the global nature of our company is relatively unique. There is only one other company that is truly global. Additionally, we are deeply integrated within the food......
...an efficient means of selling car parts to garages, tools to industry or components to electronic companies. They are inappropriate for selling complex industrial plant, computers or castings. If distributors......
...than the competition and to build a competitive edge. The importance of digital in the early stages of b2b purchasing is not to be underestimated. Research by BCG suggests that......
