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Mustafa Kelekci
PARTNER

Having 20+ years of research experience, I have realized that getting insights with research was only one part of the equation. What all the brands are looking for is not only insights but also what to do to with them and how to implement. Research is great to identify and then reach the right people as long as you ask the right questions or it will not deliver. Insights from the research have to be actionable and how to take action on them is crucial. I believe that marketers do not need to reinvent marketing, just rethink how they do it.

The Dr. House Of Marketing


2012-08-30 08:21:49

We all know Dr. House; the guy we love to hate. The famous TV-character who turns the rules upside down, without any hesitation, but always manages to get his answer. You often see him standing if front of the white board jotting down diagnoses, eliminating them one by one through trial and error. His process is called Differential Diagnosis (or DDx). Lets see how this technique can be applied in consumer insight mining.

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From Football Club to Lifestyle

Written By Matteo Rinaldi Analysis by Luca Bertocci I’ve had the opportunity recently to work on...

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Marketing Dealing With Nano-Seconds

By Zeynep Ece Coban & Matteo Rinaldi In the last century, we have seen a clear shift in customer...

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Il Vespaio Italia Touch-points Communication Strategy

By Luca Bertocci & Matteo Rinaldi Human Centric Marketing can bring strong results, no matter...

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The Trump Brand

What’s Driving Trump’s Amazing Appeal with American Voters? Whether you are for or against Donald...

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Consumer vs. Shopper – Who is the real target?

In an era where digital is becoming pervasive, online shopping is becoming more and more frequent....

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Human Centric Marketing

As marketers, we like to believe we are consumer centric in everything we do, but the reality is that...

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Anticipation In Marketing – “Winning Without Fighting”

Wayne Gretzky, one of the greatest hockey players of all time once said: “I skate to where the...

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The Butterfly Effect – Making Customer Value Everyone’s Job

David Packard, one of the founders of Hewlett Packard, once said that “marketing is too important...

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A Change in Society as Reflected on Facebook

The phenomenal success of “You are from Rimini if” Understanding why people do what they do has...

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The Rise Of Nationalism

Problem or opportunity for marketers? There has been a rise in nationalism across the world over the...

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Exponential Positioning – Solving For X

People in the real estate business will tell you that the three most important factors to consider...

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Sponsorships – Do they really work?

How many times have we seen a football game, Formula 1 race, basketball game or any other sporting...

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Can you feel the … Tension?

American comedian Jerry Seinfeld stated that the architecture of humor is all about digging into a...

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Optimizing Corporate Social Responsibility

These days’ companies are becoming increasingly concerned about Corporate Social Responsibility...

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Value Diagnostics; Getting it right

Imagine the new manager of a Formula One team. His goal has been predetermined with extreme clarity:’...

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Forget ATL and BTL; Think Customer Engagement Instead

We have all heard marketing communications defined as either ATL (Above The Line) or BTL (Below The...

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Balancing the Global/Local Brand Experience

Developing an effective strategy for your brand in the market is tough work. It is even tougher to...

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The Dr. House Of Marketing

We all know Dr. House; the guy we love to hate. The famous TV-character who turns the rules upside...

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Are category influencers really important? For Apple: Yes.

In May 2011 Apple took over the throne from Google as being the most valued brand in the world. There...

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