Aligning Global and Local Brand Values and Attitudes

Aligning Global and Local Brand Values and Attitudes

In 2011, Solen established a brand strategy for their Biscolata brand that was highly controversial for some segments of Turkish society but loved by the primary consumers of the brands – a progressive segment of consumers called Young White Turks who are modern and...
Core Creative Idea

Core Creative Idea

As marketers, we know that one of the toughest challenges we face is how to develop creative advertising that captures the customer’s attention in a very cluttered environment in a way that also delivers the key messaging from our brand strategy building preference...
Human-Centric Segmentation

Human-Centric Segmentation

Why people do what they do People buy for emotional reasons and then look for rational reasons to explain those emotional decisions. More and more marketers, in B2C or even B2B, are recognizing this primary driver of purchase decisions. They are charging out of the...
Performance Alignment

Performance Alignment

Getting things done requires the support and commitment of a lot of people inside and outside the company. It is not enough to tell them what you want to do; you must involve them. The ancient Chinese proverb “Tell them and they will forget. Show them and they will...