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Actionability - A criterion underserved by strategy.
We are quite used to seeing strategy as something governed by its impact on the consumer or in the market. We seek solutions that are Relevant & Credible for consumers and Differentiating against...
View ArticleWhy smart people struggle with strategy
"The problem with smart people is that they are used to seeking and finding the right answer; unfortunately, in strategy there is no single right answer to find. Strategy requires making choices about...
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A very entertaining but sound talk on how content vs. advertising works
David Ogilvy’s Oysters AdDown below you will find a really a wonderful talk given by Paul Feldwick on several very interesting topics.Among others you can hear and learn about:an anecdote about David...
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An atlas of universal strategy pitfalls - compiled by The Boston Consulting...
https://www.bcgperspectives.com/strategy-traps/?linkId=15468041
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What do percentages tell us?
Oh dear, this one is so hard to talk about. There's so much to say and so little fun to talk about it. Boring it is. But not to me. And maybe someone else cares. So let me pick one aspect that...
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Calculate your Return on Marketing Investment online and for free!
http://romi.ipa.co.uk/index.php/calculator
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Männer-Identitäten in Deutschland (Studie)
http://www.rheingold-marktforschung.de/veroeffentlichungen/artikel/Die_rheingold_Maennerstudie_2015.html
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Why Differentiation with a capital "D" is misleading - a plea based on the...
In a former post Why differentiating positionings don't matter much I have already talked about why meaningful differentiation is an overrated - or misunderstood - concept. This post was largely...
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Why a competitive analysis is the worst way to approach things in strategy.
Hi there, it's been a long time... & it's harder than I would have thought.Today I'd like to discuss something that is done way too often by communication strategists in ad agencies. I'm talking...
View ArticleA very infotaining podcast on topics around some internet companies' strategies.
I am usually not into all those business model and company strategy issues when it comes to the Internet's big players. I am a simple brand communications guy. But this podcast rocks. Just in case you...
View ArticleIs Content Marketing really about the content of communications?
Well, i actually used to be responsible for the "content" of communications - someone else usually came up with the media/touchpoint strategy.But since Content has gotten so important I find myself...
View ArticleA very nice article on why enagement or participative marketing is flawed.
"Why Your Brand Doesn't Need Anyone To #Participate in Anything"
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My new website: Mindfulness Courses in Berlin
I proudly present my new website for my activities as a MBSR teacher. Find out more on www.mbsr.berlin
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