In an era of stagnant markets, technological disruption, rapid changes in consumer behavior and, where can big brands find their growth? One popular approach is to stretch a brand into an adjacent marketplace where it can still be relevant to consumers. …

Marketing Narrative is quietly and slowly gaining ground in marketing disciplines where brands and their managers historically tend to talk about themselves. Marketers can use Narratives to help address the strategic role that vision and leadership play in organizational growth and success by focusing on other people. In summary, Leaders…

Ideation workshop & innovation Innovation is all about finding creative ways to solve real-world problems. It may sound simple enough, but good ideas don’t just come out of nowhere. We often need to facilitate the process of innovation actively — and that’s when ideation comes into play. …

As we enter an era of increasing complexity, rapid change, and critical uncertainty, all organizations need to be prepared for the unexpected. Strategic foresight is required when there is a high degree of uncertainty surrounding changes to the future context. Working with the future involves — first and foremost —…

What is UX? Explaining UX to marketing User experience, or UX, focuses on the interaction with a physical or digital product. User Experience Design (UxD) is how a firm researches users’ needs and how they interact with a product to build insights they incorporate into the design of a product. UxD does not focus only on technical…

KAM Redarscreen: Emerging Trends in Retail Trends have been shaking up the retail sector for some time now. According to McKinsey & Company, one such trend is structural changes in channels, embodied by the growth in hard-discount formats (e.g., Amazon) and e-commerce. This trend is causing retailers to lower their prices and reduce their gross margins…

What is Category Management in Fast Moving Consumers Goods Fast-moving consumer goods (FMCG) companies constantly change their products and services to stay competitive. They also face challenges such as limited shelf space and high competition from other brands. These companies need to manage their inventory efficiently to maximize profits. Fast-moving consumer goods companies constantly update their products and services…

What exactly does trade marketing mean? Is it something that only large companies can afford, or is it possible for smaller businesses? Trade marketing is a form of marketing that involves promoting a company’s products or services to potential customers and shoppers. This type of marketing is channel-dependent, and it…

What is luxury? Before touching on luxury branding, we must address the definition of luxury, which is no easy task. While many focus on the pricing side, the high ticket prices are more effective than a category driver. …