Brands and image
Building a resilient brand
Some brands are capable of developing a type of resilience. Although they cannot avoid crises, they know how to bounce back in adversity thanks to their privileged relationship with a core set of loyal customers. How do they go about it?
Placing your brand at the heart of conversations
Many companies try to generate word of mouth to make up for the loss of impact of traditional advertisement. But how can you create word of mouth that will truly benefit your brand?
The future of marketing
The Internet has dramatically changed the way consumers make buying decisions. In the age of the web consumer, what are the new influence drivers marketing can use?
Turn your customers into brand ambassadors
Some firms manage to rely on service excellence to turn their customers into ambassadors for their products and services. How to make customer experience a key success factor?
Prevent brand aging
All brands tend to erode over time. However, there are ways to stop this decline and keep a brand eternally young.
Mobilizing the organization with the brand
The brand is not just an external communication tool, but an active brand policy is also a means to motivate employees as well.
Build a brand culture in your organization
People often consider that brand building is the job of the marketing or communication department. How to develop a brand culture that engages the entire organization?
Building strong brands
A strategic brand management platform and practical advice.
New brand policies
How to adapt your brand policy to new economic and competitive imperatives?
