Is Corporate Brand the Last Source of Unfair Advantage?
It was either Robert Kapferer or Leslie de Chernatony who said “Brand is the last remaining source of competitive advantage.” and it’s so true. Whichever one said it, ...
Know Your Customers’ Customers
You know your markets like the back of your hand, and you have segmented them with the precision of a surgeon - you're all ...
3 Reasons Business Customers Spill the Beans
Guaranteeing confidentiality in research interviews doesn't necessarily mean you won’t find out what your business customers have to say. Consumers engaged in research are typically ...
Winning Conversations – 4 Questions to Ask Your Customers
If you work in business and commercial markets and you want to find out how to beat your competitors speak with your customers, that’s ...
Brand Driven Business
Developing a brand-driven business is the only way to build a sustainable competitive advantage in today’s ever evolving market. A brand driven business means ...