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Why & How Brand Messaging Must Be Multifaceted. The multifaceted mesaging of brand DNA.
One face, many voices. Why & How Brand Messaging Must Be Multifaceted

A shift from large to small

In an ever-evolving consumer society, old models that once provided marketers with consistent profit are beginning to wane in their effectiveness. Brand owners are reconsidering their approaches—and are right to do so. Small brands have been advantaged in many ways over big brands for a while now as share of value has been shifting from large manufacturers to small ones. As an example the top 25 U.S. food and beverage companies between 2009 and 2015 have lost $18 billion in market share in favor of the other players (1). This shift is mainly defined by technology empowerment, which reduces marketing and logistic costs, and is self-perpetuated by its subsequent more direct and meaningful consumer brand relationship.

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By Andrea Bielli
26 April, 2017
Snickers launched a new ad campaign during the 2017 Super Bowl
Authenticity Through Immediacy: How Brands Can Be More Authentic

In an ever-expanding global marketplace, it is becoming increasingly challenging to position a brand in an entirely unique, independent manner. However, Snickers did just that when they launched a new ad campaign during the 2017 Super Bowl. The live, 30-second commercial, starring Adam Driver, was shot and simultaneously aired during the first commercial break of the third quarter of the game.

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By Diletta Sala
20 March, 2017
bigger is not always better as small players are rapidly gaining share from big multinational companies
Bigger isn’t always better

A clear trend is emerging. Newcomers and small players are rapidly gaining share from big multinational companies. In 2015 cpg sales in the U.S.A. alone grew to $670 billion but half of those sales were made by small to mid-sized companies(1). Also at a global level the 2010-2015 CAGR of big multinational food companies was nearly flat while the smallest players grew by 6.3% (2). In the U.S.A., but it is true also for other countries, there have been significant market share movements from bigger to small players: as an example between 2008 and 2013 a 19% share of the yogurt business, worth $7,9bn, moved from the larger brands to the emerging ones(3). From this data, we see a clear trend emerging: the big guys are lagging behind while the little guys are running full speed ahead.

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By Andrea Bielli
13 March, 2017
When Politics Polarize, Must our Marketing?

On Saturday, February 11th, 2017 I found myself overcome by laughter. There I was, huddled with my roommates around our TV screen in our little Brooklyn apartment. Amongst the four of us, there was not a single dry eye—from laughing. Don’t get me wrong, we just as well might have been crying tears of sadness. I mean, we are in fact watching democracy as we know it kick the bucket. However, Saturday Night Live had us laughing—and laughing hard. As we watched SNL’s parody of the 2017 SuperBowl commercials—advertisers pitching commercials for Cheetos by means of conflating unrelating topical issues (immigration and transgender rights just to name a couple), with Cheetos, the absurdity of our current political climate and its effects on the marketing industry mounted in what can only be described as a communal laugh-cry-fest. SNL hit the nail right on the head.

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By Diletta Sala
28 February, 2017
Does Your Brand Need a Boost? Try Snapchat.

If the marketing trends of 2017 so far had to be summed up with only one word, perhaps the word would be: speed. Whether marketers are targeting audiences on Twitter, Instagram, Facebook, or even more traditional media outlets, speed is becoming increasingly vital to the success of a company’s marketing campaign; the speed at which information is being shared, received, and forgotten is ever-increasing. Marketers, in turn, must keep up with the fast-paced turnover of current trends. One key outlet for this is Snapchat.

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By Ingrid Joosten
17 February, 2017
What to Watch in 2017: Novelty Premium Products
Consumer experience is the name of the game in 2017. We previously pointed out that Millennials are more motivated to buy a product that contributes to an experience rather than a product that simply accomplishes a basic need ...
By Ingrid Joosten
26 January, 2017
Shopping Without Waiting in Line to Pay: The Dream is Finally Real.

The fact that shoppers worldwide are increasingly on the go isn’t new news. We’ve known that mobile accessibility has been an increasingly critical element of the consumer experience for years now. Something is new, however: the possibility of grabbing products, walking out of a store and leaving without having to wait in line to pay. But we’ll get to that in a second. First, let’s look at some statistics.

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By Ingrid Joosten
19 December, 2016
Millennials: What’s In A Name?

One of the largest generations in history is about to move into its prime spending years. Millennials are poised to reshape the economy; their unique experiences will change the ways we buy and sell, forcing companies to examine how they do business for decades to come (Goldman Sachs Global Investment Research).

Because of this, I think it would be helpful to give some insights from our perspective.

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By Ingrid Joosten
29 November, 2016
“Cash or card?” “Beer credit, please.”

The most successful companies never stop imagining new ways to develop their brand. Heineken’s launch of beer credit in the Netherlands is an excellent example of this. Here’s how beer credit works: Upon purchasing a Heineken product, you enter its specific code into your Heineken app and you receive beer credit that you can then use towards Heineken at a bar. Consumers can order a maximum of two beers per person per day via the Beer Credit App.

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By Ingrid Joosten
7 November, 2016
Calling All Trendsetters (Psst—We’re Talking To You!)

A few weeks ago, we pointed out that as a brand, you can translate weak signals from your consumers and popular culture into an effective marketing strategy. The process has two phases, the first we discussed in our previous blog post, the observing of weak signals. We called this: trend spotting. But what about the second phase? This we call: trend translation.

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By Ingrid Joosten
24 October, 2016
Advertisements and Self-Perception: What You Need to Know

I recently moved into my first apartment in Brooklyn, NY. As I’m sure you can imagine, my Google search history quickly became overwhelmed by searches such as “cheap couches,” “how to paint walls,” and “for how long can I survive on just rice and beans.” The Internet didn’t miss a beat. All of a sudden, the advertisements that popped up for me online all seemed to be related to inexpensive furniture, home goods, and other goods and services related to moving. Paranoia quickly set in. Who was watching me scroll through used couches for hours at a time? How did the Internet know my wants and needs to such a specific extent?!

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By Ingrid Joosten
27 September, 2016
Predicting Trends Like A Pro

I was walking around New York City the other day with a friend who was visiting from out of town. As we walked into a chic Soho coffee shop, my friend squealed and whispered “So trendy!” Later, while we were browsing an antique shop, she again noted the “trendy” nature of not only the shop, but also of the humans inhabiting the shop. She pointed to a woman’s scarf, saying “What a trendy scarf!” Later that evening, after commenting yet again on the trendy nature of a random New Yorker, I jokingly asked her, “What’s up with you and the word ‘trendy’?” We had a chuckle and went on with our night. But I think there is a valuable marketing lesson to be learned from my friend’s repetitive observation of seemingly trendy people, places, and things: Trends are everywhere.

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By Ingrid Joosten
6 September, 2016
Chronic Information Overload: Why Consumers Can’t Concentrate

There is a new virus plaguing the global population. It symptoms include, but are not limited to, inability to concentrate, general fatigue, irritability towards advertisements, as well as difficulty processing new information. This new disease is called Information Overload.

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By Ingrid Joosten
17 August, 2016
Robots Selling Perfume! (No, Really)

When I think of robots, I think of sci-fi movies. I think of a futuristic world in which shiny, silver robots are assisting an elderly woman across a busy city street. But maybe that’s just me. (It’s definitely just me.)

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By Ingrid Joosten
6 August, 2016
Vloggers: The New Frontier for Innovative Marketing.

Consumer products are everywhere. It seems as though every day a new exciting product is launched that promises to make your life magical bliss. Every brand has a clever, catchy commercial. Every brand has enticing shelf displays. So how in the world are you supposed to differentiate your product from that of your competitors’? Lean in, I’ll tell you the secret.

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By Ingrid Joosten
25 July, 2016
If Your Brand Has Yet To Go Green: It’s Time!

It wasn’t that long ago that I sported a sticker on my laptop that read “Tree-Hugger.” Do I remember where I got such a sticker? Of course not. All I know is that it made me come across as environmentally conscious, and that made me feel cool somehow.

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By Ingrid Joosten
19 July, 2016
What marketing consultants really do: The Evolution of Customer Journeys

What is the future of customer journeys?

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By Astrid de Jong
15 April, 2016
What Marketing Consultants Really Do: Driving the Sustainability Agenda

Everyone in the automotive industry has to make significant innovation leaps to transition from fossil to electric fuel.

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By Pieter Willems
2 March, 2016
Care about the customer, not the costs

Have you ever had to switch providers?

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By Michael Schwarz
18 February, 2016
Leveraging Connectivity in FMCG

Who benefits from Barilla's decision to embrace the Connected Movement?

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By Pieter Willems
2 December, 2015
Who wants to own a connected product?

B2B manufacturers are at a cross-road...

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By Pieter Willems
17 November, 2015
So what is Creating Shared Value really all about?

We've talked and heard lots about brand social responsibility - let's take it a step further. 

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By Colin McAllister
29 October, 2015
Why should brands blur into new categories?

How to expand your brand footprint successfully

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By Paul Gribbell
23 September, 2015
Sustainability is evolving

Sustainability - just how do brands keep up?

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By Pieter Willems
17 August, 2015
Charities, it’s time to change!

Which trends have an impact on charities’ business models?

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By Cas Weijenberg
29 June, 2015
We are all customers!

Always treat your staff like your customers...

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By Michael Schwarz
16 June, 2015
Online shopping vs in-store shopping – and the winner is…?

Buying groceries - a modern day dilemma

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By Soulla Kellas
27 May, 2015
Forget Millennials, move on to Generation Z

How do marketers adapt to generation Z consumers?

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By Licia Allara
26 May, 2015
What is the future of online grocery shopping?

Will shopping really mean 'home delivery' by 2025?

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By Matthieu Meheut
7 May, 2015
How can brand social responsibility drive consumer preference?
 

BSR is often seen as an act of compliance rather than a real driver for top line growth...

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By Andrea Bielli
29 April, 2015
Could less intelligent artificial intelligence provide more intelligence?

How intelligent should artificial intelligence be?

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By Andrea Bielli
1 April, 2015
Does Big Data have a V in it?

Big Data and Market Research - a love and hate relationship

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By Bikram Choudhuri
18 March, 2015
How can brands own the act of consumption?

Understanding the (sometimes) counter-intuitive value of the act of consumption

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By Herma Rothfusz
17 March, 2015
Brand social responsibility – seven things to consider

How to show consumers you take your responsibilities seriously...

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By Paul Gribbell
25 February, 2015
The Switching Economy next to the Sharing Economy…?

The Sharing Economy is developing fast and is having game-changing effects on a number of industries.

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By Colin McAllister
23 February, 2015
Five global marketing trends from the past five years

Happy birthday to us - here are five things we've learned along the way...

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By Pieter Willems
20 February, 2015
No time for pandas

Our invite to the Challenge Bibendum Global Summit…

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By Pieter Willems
9 February, 2015
Building brand loyalty in a connected world

Will your brand leverage Surprising Generosity?

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By Matthieu Meheut
9 January, 2015
The value of the act of consumption

It's not so much 'what' a product does but 'how' it does it...

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By Jeremy Gerlis
6 January, 2015
Why CSR is no longer enough

Brand social responsibility is the future...

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By Paul Gribbell
11 November, 2014
Why are millennials such a moving target?

Millennials expect everything to be available on demand.

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By Matthieu Meheut
4 November, 2014
Big data – a Sevendots perspective

Will smart machines ever outsmart smart business people?

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By Colin McAllister
23 October, 2014
Millennials – the SuperMe generation

Millennials were born connected making them such a fluid generation...

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By Matthieu Meheut
14 October, 2014
How are millennials so different to other generations?

Boomers surfed, Generation X suffered, Millennials act...

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By Matthieu Meheut
5 September, 2014
The Gluten-Free Saga – a Sevendots perspective

Gluten-free diets, fad or fiction?

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By Robin Plotkin
28 July, 2014
Two sides of the same coin: using failure to boost success in innovation

How do organisations create opportunities from failure?

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By Andrea Bielli
10 July, 2014
Your #YOLO is making me LOL – do we know enough about the millennials?

Fine young minds frame the future of consumer marketing - A Middle East perspective.

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By Soulla Kellas
9 July, 2014
How to use trends to gain competitive advantage

It's not about trends, it's about what you do with them.

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By Andrea Bielli
16 June, 2014
Women strive for more independence (and get it)

Working business women are the fastest growing group of consumers but are they being overlooked?

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By Anja Schueling
23 April, 2014
New routes to innovation for businesses

How can crowdfunding, crowdsourcing and co-creation help businesses innovate?

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By Licia Allara
27 March, 2014
The steps we took to choose our company name – Sevendots

What's in a name?

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By Pieter Willems
6 March, 2014
Why businesses should create unexpected partnerships

Breaking boundaries to reach a wider scope and meaning

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By Sergio Tonfi
28 January, 2014
A pint of (Karl) Lagerfeld please!

How understanding emotions can create new opportunities for businesses

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By Matthieu Meheut
6 January, 2014
Consuming less but better: high spirits for Russia’s premium alcohol market

Continuing premiumisation

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By Elsbeth Schipper
23 December, 2013
Quo vadis auto?

In what direction is the automotive industry going?

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By Michael Schwarz
28 November, 2013
Social TV – By Appointment to Her Majesty

The world is changing but TV is still the media Queen

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By Flavio Ferrari
4 November, 2013
Should we give up on the electric car?

Is it the beginning of the end for the electric car?

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By Michael Schwarz
9 October, 2013
How the ‘power of we’ is changing the business world.

Can the 'power of we' change the way we do business?

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By Stephen Factor
13 September, 2013
How helping to educate can help out your business – Part 2

How can the accessibility of education give businesses a competitive advantage?

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By Licia Allara
6 September, 2013
From ‘low-cost’ to ‘all-costs’ in automotive

How can the automotive industry begin to take a more holistic approach to face EU slowing demand?

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By Fabrizio Campione
29 August, 2013
Brands are the lighthouses of the uncertain world

How can brands become more relevant to guide consumer choices?

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By Sergio Tonfi
12 August, 2013
10 essential areas to apply low cost technology to your business.

How can your business benefit from low cost technology solutions?

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By Dominic Chan
18 July, 2013
Brazil – Milleniun Manifest

Far beyond sheep and wolves

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By Flavio Ferrari
25 June, 2013
What is the future of marketing?

What price will businesses have to pay to make sure they have the best seat in the house?

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By Flavio Ferrari
11 June, 2013
How is the development of in-car digital technology changing the cars of tomorrow for consumers?

Are cars the next big thing in new media?

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By Fabrizio Campione
29 May, 2013
How is digital affecting automotive retail?

Are the days of local car dealerships and test-driving cars coming to an end?

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By Michael Schwarz
17 May, 2013
How helping to educate can help out your business – Part 1

How can the 'Education for All' movement and digital technology create opportunities for your business that will leave a lasting legacy?

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By Licia Allara
14 May, 2013
Make of it what you will

Since it moved from the firm grip of professionals-only into the more open-source and the prosumer space, everyone suddenly has lofty predictions for the future of 3D digital printing and its potential effect on consumers.

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By Jeremy Gerlis
25 April, 2013
An app a day keeps the doctor away

Digital technology is invading our daily health and wellness routine. Doctors are already becoming the second opinion.

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By Sergio Tonfi
10 April, 2013
A brand with its own legal currency?

A brand with its own legal currency? Check your pocket and you may find some of its coins...

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By Matthieu Meheut
2 April, 2013
Mastering Digital Media

4 considerations on how to look at digital opportunities.

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By Andrea Bielli
22 March, 2013
Segmentation, targeting, positioning – need for a change?
In recent times consumers have started to belong to multiple segments, depending on a number of factors, and have therefore become more difficult fish to catch efficiently and effectively. The digital revolution is multiplying options for personalization and can represent a new frontier in maximizing brand relevance to multiple consumers on multiple occasions. ...
By Colin McAllister
12 March, 2013
The Retail Landscape Revolution

Change has never been so fast and so deep. Keeping up with consumers means keeping fit every day and also looking round the corner. Only the smartest will survive.

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By Colin McAllister
8 February, 2013
The Russian Bear is Back

With the fastest growing GDP of all BRIC countries in the past year, an increasing middle class and yet still relatively untapped market, Russia has become a promising opportunity for many international companies. The recent accession to the WTO only strengthened this position. It is therefore not surprisingly that the number of foreign brands being introduced to the biggest country of the world is still growing.

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By Elsbeth Schipper
27 January, 2013
Sustainable marketing - a key driver for brand success
The potential benefits of moving from corporate social responsibility to brand social responsibility

Social responsibility is becoming an increasingly relevant topic on the agenda for the corporate world. The focus on Brand vs. Corporate Social Responsibility can offer some key opportunities in order to improve the activities, build up brand differentiation and better engage consumers.

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By Andrea Bielli
21 November, 2012
value co-creation with customers
Value co-creation with external stakeholders
As conventional internally-resourced business development models are no longer proving to be adequate, manufacturers have begun to leverage the creative power of their customers....
By Pieter Willems
7 November, 2012
Scene from the television series Mad Men, which portrays an advertising agency during the 1960s when the media landscape as we know it today was in its infancy.
A new media scenario: Star collision caused Dinosaur Extinction

Media, which may be likened to the stars in the universe of communications, travel along trajectories that accelerate and converge in such a manner that one might say they are on a collision course.

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By Flavio Ferrari
24 October, 2012
Webinar 24 October 2012

About chocolate, daughters and driving total engagement for brands.

 

Last night I took out my 14 years old daughter for dinner and started talking about her consumption patterns. Covertly, I was trying to get some innovative idea for the next great chocolate snack to feed into a consulting project of mine. She told me: “Daddy, why not a gianduja bar?

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By Bruno Sfogliarini
12 October, 2012
innovations come from questions
On the way to innovation: forget everything you know or at least question them

Thinking about innovations means: we should never give up being curious and questioning if we need to open our minds and become more innovative both personally and professionally.

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By Bahar Özocak
10 October, 2012
How to lead the epochal healthy food opportunity
How to lead the epochal healthy food opportunity

Sales of functional food, products that reduce disease risks and/or contribute to healthiness, are expected to be worth $30 billion by 2014* and continue to generate most of the growth of the total food sector. 

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By Luca Signoretti
26 September, 2012
Leveraging Trends to create new marketing opportunities
How to leverage future trends: a practical guide to survival

By fitting trends in the context of a product or brand, new trend-related opportunities can be identified

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By Bruno Sfogliarini
17 September, 2012
Increasing effectively brand proximity: a beer brand case

Big international brands are sometime struggling in keeping up with relevance and proximity towards local groups of consumers. With heavy mainstream communication activities brands risk to appear as too distant. Balancing the efficiency of mainstream campaigns with local initiatives as well as keeping consistency across the different activities is an important practice. Nastro Azzurro beer recently developed a small but good example of effective proximity.

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By Andrea Bielli
12 September, 2012
New Moscow operation for Sevendots

With the addition of two new Partners in Russia, Sevendots extends its network of experienced consultants to a market with high potential growth and interesting opportunities.

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By Pieter Willems
27 August, 2012
Digital marketing for beverages
We are spirits in a digital world

Winning spirits brands will employ digital strategies and platforms that can encapsulate the consumer experience and enhance that experience by fusing digital and physical moments. 

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By Matthieu Meheut
27 August, 2012
growth opportunities brands
Is Europe (really) dead and buried – how to find new growth opportunities?

Make a virtue of necessity, finding growth opportunities where others are not even looking – in Europe.

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By Colin McAllister
27 August, 2012
Consumer in the driver’s seat- a better ride for brands
Consumer in the driver’s seat: a better ride for brands

Today’s successful brands enable consumers to create their own brand experience. 

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By Pieter Willems
27 August, 2012
The PEDI path - positioning disrupting evolving introjecting
THE PEDI PATH: Positioning, Evolving, Disrupting, Introjecting

Positioning, Evolving, Disrupting and Introjecting are the four possible Marketing strategies to prepare your product or brand to take advantage of Total Engagement.

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By Flavio Ferrari
27 August, 2012
Havaianas as an example of brand leveraging. Photo from Marcos Kolthar 2010 campaign
A brand is a precious asset

The role of brands has already changed enormously due to the rapidly changing digital world, the customer who is growing more worldly and active and demanding, and the rapidly increasing number of competitors.

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By Regina Brix
27 August, 2012
rebranding luxury brands
Re-Branding and the luxury brand dilemma

In a world with a rapidly growing number of wealthy shoppers, luxury brands struggle to find a balance between increasing their consumer base and maintaining the exclusivity which is associated with luxury goods. Yves Saint Laurent’s recent renaming shows that a subtle re-branding could be a strategy to tackle this problem. 

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By Elsbeth Schipper
27 August, 2012
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