Good news! The understanding and awareness of the importance of branding is changing among startups. Fewer and fewer startups relate brands with only visual elements (e.g. name, logo, slogan, domain). It is becoming clear that brands should go beyond their visual elements. They are definitely important in the whole brand-building process, since they represent the …

“Everyone gets excited about change, except when it happens to them.” These battle-hardened words were shared with one of us (Robert) years ago by the CMO of GE. The data certainly backs up her frustration. Depending on the study, 30% of change initiatives fail outright. An additional 40% fail to meet performance goals. Why do …

The role of marketing is to connect an organization with the market in a way that benefits both customer and company. In simple terms, marketing is accountable for ensuring there is a discernable need in the market, which the company can address in a unique, differentiated and profitable way. To achieve this, However, the voice …