Branding = Change Management and Operational Excellence

Over the past couple of years I have been involved in the development processes of SME’s and some major companies with hundreds of millions or billions in turnover. These processes are about change: The emphasis is moving from advertising and external media to own touchpoints and communications with own customers The marketing as such isContinue reading “Branding = Change Management and Operational Excellence”

Marketing has an identity crisis – Blue Ocean dashboard

I just found Dr. Rod King’s Blue Ocean dashboard and process tools from SlideShare today and thought about how necessary it is to understand the whole value creation process in order to manage brand effectively. The number one branding responsible inside the company is actually the CEO, as he is often the only person inContinue reading “Marketing has an identity crisis – Blue Ocean dashboard”