Many sustainability initiatives focus on improving the sustainability of products and operations in legacy or adjacent markets or on achieving sustainability gains by exploring new markets with a more diverse set of products. This is a variation on the classic “where to play/how to win” strategy familiar to most executives.
Category: Corporate Branding
Corporate branding can be defined as the process to maintain, continue and create a positive corporate reputation and associations using the power of a brand, which in return is a promise to. the stakeholder and consumer in particular at which the brand has formed a set of perceptions.
Though Many Consumers Claim To Be Interested In Eco-Friendly Options, They Rarely Buy Them. Here Is What You Can Do To Fix It
On the surface, it seems like there has never been a better time to start selling something that is good for the environment. Consumers, especially Millennials, are saying more and more that they want brands with a purpose and that care about the environment. In fact, a recent report showed
A Better Way To Drive Growth And Profitability Through Customer Emotions
When businesses connect with their consumers’ emotions, the payback may be enormous. Consider the following examples: Following the introduction of a credit card designed specifically for Millennials, utilisation increased by 70%, and new account growth increased by 40%. A prominent home cleaner transformed market share losses into double-digit growth within
11 Stages To Developing A Marketing Strategy For Your Company
Marketing strategies are documents that outline how a company intends to acquire new consumers, retain existing customers, and spread the word about its brand. According to experts, developing a good new firm marketing strategy is really important and not difficult. Learn how to build a marketing plan for your new
The Critical Measures Necessary To Develop A Sustainable Growth Strategy
If your business is growing quicker than you expected – good for you. Do you have a growth strategy in place? Given the fact that a mere 56% of startups survive their first five years of operation, regardless of your niche or sector, if your business is thriving, you could
Fundamentals Of Consumer Values To Boost Sales, Enhance Product Design, And Assess Customers’ Strengths And Weaknesses
What consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities for companies to improve their performance in existing markets or break into new markets. In the right combinations, the authors’ analysis shows, those elements will pay off
Large Companies Need To Understand Their Strengths And Act Like Strategic Incumbents
For most of the 20th century, size, longevity, and a large market share were seen as assets in business. Then they began to be viewed as vulnerabilities, putting many companies in a defensive stance. Successful incumbents, however, convert these traits into market power, lasting relationships, and deep insights and use
Four Types Of Brand Platforms: Platform As Instrument, As Guide, As Canvas, And As Companion And Their Relationship Style, Risks, And Opportunities
Some branded product companies are sidestepping digital aggregators like Amazon and Google Shopping and instead building their own brand flagship platforms. These platforms are more than just a direct sales channel. They provide a mix of specialized products, services, and content by involving participants – consumers and third-party businesses –
Customer Journey: Believe That Customers’ Experiences Should Be Effortless And Predictable Is Overly Simplistic – And Can Even Backfire
Companies often believe they should make their customers’ experiences as effortless and predictable as possible. But the authors’ research shows that this approach is overly simplistic – and can even backfire. While in some instances (say, watching movies on Netflix) customers want their journeys to be easy and familiar, in
Lessons From The Slave Trade And The Holocaust: How Should Today’s Executives Respond To Such Historical Transgressions?
Some multigenerational companies or their predecessors have committed acts in the past that would be anathema today – they invested in or owned slaves, for example, or they were complicit in crimes against humanity. How should today’s executives respond to such historical transgressions? Drawing on her recent book about the
Why Is Persuasion So Difficult, And What Can You Do To Set People On Fire? Learn To Tell Good Stories
Persuasion is the centerpiece of business activity. Customers must be convinced to buy your company’s products or services, employees and colleagues to go along with a new strategic plan or reorganization, investors to buy (or not to sell) your stock, and partners to sign the next deal. But despite the
Personal Branding: How Can You Convince Others To Take The Reinvented You Seriously
People reinvent themselves all the time – they may want a new challenge, a new line of work, or a new image among their colleagues. Taking control of your brand can mean the difference between an unfulfilling job and a rewarding career. But how can you persuade others to take
