2021 – leveraging the momentum for positive change

The year 2020 presented the world with unprecented challenges. But enough has been written about that elsewhere already and instead of dwelling on the sad repercussions, I want to take a moment to shift towards the optimistic. From a business and branding point of view, it is fascinating to observe how crisis inspires innovation, creativity, […]


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The waning role of the CMO – is this really a good thing in our new decade ?

After Coca-Cola had eliminated the CMO role back in 2017, replacing it with a chief growth officer position, a big controversy started…more companies followed suit with CGOs or with tweaking the responsibilities of their CMOs, by adding in aspects of digital, data and growth strategies or defining closer collaboration with operations. Coke shifting gears back […]


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Things to think about

In 2020, we talked about a lot of things before everyone started talking about only one thing: corona. We talked about Amazon is fighting its way to the top of brand rankings, breaking Apple and Google’s 12 year hold on the top spot in the BrandZ ranking, support by claims that Amazon has best brand […]


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Working hard to develop a new product name?

We all know that naming can be a challenging task – it is neither science nor art and requires a solid understanding of the business requirements, the market context, the customer needs and a knack for finding words that are appealing to many. Last minute requests often add to the stress. Trying to avoid the […]


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