Category: Resources

Brand Extension is the use of an established brand name in new product categories. This new category to which the brand is extended can be related or unrelated to the existing product categories. A renowned/successful brand helps an organization to launch products in new categories more easily. For instance, Nike‘s brand core product is shoes. […]

Two questions often arise in brand marketing: What makes a brand strong? and how do you build a strong brand? To help answer both, we introduce the concept of customer-based brand equity (CBBE). Although a number of useful perspectives concerning brand equity have been put forth, the CBBE concept provides a unique point of view […]

The benefits of having a strong brand are tremendous. Strong brands charge premium pricing; they thrive during economic downturns; they attract great employees, partners and customers; and they can extend into new business areas with ease. In addition to being able to boast these enviable benefits, strong brands have something else in common. They all […]

In today’s digital age, businesses are constantly seeking innovative ways to expand their reach, increase brand awareness, and boost sales. One such effective strategy that has gained immense popularity is affiliate marketing. Affiliate marketing allows businesses to collaborate with individuals or other businesses, known as affiliates, who promote their products or services in exchange for […]

Forrester’s 5 Is framework is a marketing strategy framework that focuses on building strong customer relationships. The framework outlines five key components that marketers should consider in order to create a comprehensive and effective marketing plan. These five components are Involvement, Interaction, Intimacy, Influence, and Individual. Involvement The first component of the 5 Is framework […]

In the world of business, keeping your customers engaged and satisfied is crucial to building a successful brand. One model that has gained significant attention in recent years for achieving this goal is the Flywheel Model. The Flywheel Model is a customer-centric approach to business that prioritizes delivering value to customers in order to drive […]

Digital marketing is a rapidly growing field that requires a well-defined strategy in order to succeed. With the plethora of options and tools available, it can be overwhelming for marketers to determine the best approach to achieving their goals. That’s where the RACE planning framework comes in. RACE stands for Reach, Act, Convert, and Engage, […]

The See-Think-Do-Care framework is a digital marketing model that is used to create and optimize a digital marketing strategy. It helps businesses understand their customers’ needs, preferences, and behaviors, and create a plan that resonates with their target audience at every stage of the customer journey. The See-Think-Do-Care framework has four stages: See: The first […]

The content lifecycle funnel is a framework that combines the traditional sales funnel with the content lifecycle. It is a way to visualize the journey that a potential customer takes from initial awareness of a product or service to a final purchase decision. The content lifecycle funnel typically includes the following stages: Awareness: The awareness […]

Voice search optimization (VSO) is the process of optimizing your website content and overall online presence to appear in voice search results. With the increasing use of voice assistants and smart speakers, it has become important for businesses to ensure their content is optimized for voice search. Here’s an example of how voice search optimization […]

Email Marketing can play a vital role within your overall marketing strategy. At its core, Email Marketing allows you to target different segments of your audience on a 1-to-1 basis, with carefully tailored and personalized messaging. Let’s discuss some Email Marketing tools that will ensure your strategy becomes a huge success – In-House vs Outsourcing […]

Email Marketing can play a vital role within your overall marketing strategy. At its core, Email Marketing allows you to target different segments of your audience on a 1-to-1 basis, with carefully tailored and personalized messaging. Until more ephemeral media, such as Social newsfeed where content is only visible for short periods, Emails exist in […]

In 2011, venture capital investor Marc Andreessen published his famous article “Why Software Is Eating the World”. He boldly predicted that software will become an essential part of our daily lives. Over 10 years later, his predication became reality. Nowadays, software companies such as Google or Microsoft, are some of the most profitable and valuable companies in the […]

Amazon, eBay, Airbnb, or Uber are just a few of many companies operating as an online marketplace. Customers love them for their abundance of choice and shopping convenience. What you may not know is that these examples (as well as many other marketplaces) have become some of the biggest and most valuable companies in the world. […]

What do Dropbox, Spotify, YouTube, and Fortnite all have in common? They are what people refer to as a freemium model. Definition The freemium business model is a product or service, which can be used free of charge. If a customer wants to use additional features, he or she needs to pay for it (i.e. premium). Freemium […]

Let’s face it: it’s 2022 and almost anybody we know is subscribed to some sort of service. Whether it is Netflix or Spotify, subscriptions have taken over the way we consume products. This article covers the ins and outs of subscription based business models, ranging from pros and cons to various examples and how to […]

What Is Advertising? Advertising is more like a form of marketing communication, it’s one of the crucial elements of the organization’s marketing strategy. Businesses across the globe use advertising to spread the word about their services and products through several channels. What’s more, today’s fast-paced tech world has changed the landscape of advertising, with broadcast and […]

The Shell Directional Policy Matrix is another refinement of the Boston Matrix. Along the horizontal axis are prospects for sector profitability, and along the vertical axis is a company’s competitive capability. As with the GE Business Screen, the location of a Strategic Business Unit (SBU) in any cell of the matrix implies different strategic decisions. […]

Stage-Gate® is a value-creating business process and risk model designed to quickly and profitably transform an organization’s best new ideas into winning new products. When embraced by organizations, it creates a culture of product innovation excellence – product leadership, accountability, high-performance teams, customer and market focus, robust solutions, alignment, discipline, speed and quality. The Stage-Gate […]