Raiffeisen Bank uses IT to make marketing everyone’s job

Raiffeisen Bank, the large European financial group, has had a very rapid rise to the third position in the Romanian market in just over four years. The acquisition of the Romanian state-owned Banca Agricola network of over 220 banking outlets throughout the country...

Biscolata leverages a society tension point in Turkey

The Challenge Biscolata is a confectionery brand in the Solen portfolio that was having a difficult time breaking through to find its own consumers in the Turkish market against bigger competitors, such as Ulker and Eti. From a functional perspective, the product...

IKEA brand architecture – creating a unique customer experience

Founded in 1943 in Sweden, IKEA is the retail brand that simultaneously provides a wide range of well-designed, functional, and affordable home furnishing products, while providing an activity-based shopping experience to families worldwide. IKEA opened its first...

Putting the Orbiter to work in Transylvania

Welcome to Transylvania As soon as the word Transylvania is uttered, everyone’s imagination starts working overtime, marveling about old stories and legends, and, most of all, about Dracula the vampire. Or, for the informed, Count Vlad III, the Impaler. Few, however,...

The human side of B2B marketing

Even small can be big Many start-ups today find themselves doing battle in a field of giants. This is especially true in the medical device industry, an industry dominated by powerful multinational companies. The key to standing out and ensuring efficient...

Somersby Case – Business objectives in the targeting process

The legend According to legend, Lord Somersby is the father of many great discoveries – but the most famous of them all is probably Somersby Cider, which was the favorite drink of celebrities like Napoleon, Cleopatra, and Newton. The timing seems a little off, but...

VISA in Ukraine – finding human insights beneath the surface

  Human beings wake up and think about their family, the challenges they need to cope with at school, or on the job. They think about the activities or hobbies they’re passionate about, and the concerns – even fears – they may have in their life. They don’t see...

Why kids do what they do

Marketing to kids is a sensitive issue. As it should be. The kid segments are easily influenced and don’t have the same qualitative filters as adults do. Kids under the age of eight have an inability to distinguish truth in advertising. Some argue that this means we...

What business are we really in?

The challenge Brazil, 2013. An endemic shortage of organ donors threatened thousands of lives. The greatest difficulty and the biggest barrier to the organ donation process was the family’s authorization, with 42% of Brazilian families refusing to donate the organs of...

Touchpoint Communication Strategy – Il Vespaio Italia

Touchpoint Communication Strategy – Il Vespaio Italia

Human-Centric Marketing can bring strong results, no matter the size of the company utilizing it. Although large multinationals are increasingly seeing the benefit of understanding their local customers more holistically, and the impact that has on brand and...