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Marketing

Use Fantasy Marketing to Create Positive Impact for Your Brand

5 steps to create content that makes your customers fantasize about your brand and buy from it Consumers want everything and more. As entrepreneurs and marketeers we create experiences that fit to the buyer persona and hope that sales will eventually bulk up and never stop rising. What if creating experiences is something consumers do not value …

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Preparing for Digital Transformation: Certificates and Courses

Digital transformation continues to create business opportunities and enables startups and established companies to become more efficient through social media, mobile, analytics, and cloud computing. By successfully implementing digital technologies companies are able to create innovative business models, increase growth, improve customer experiences, and reduce costs. Especially established companies have a hard time to adopt …

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Must-Read Books: Business & Money

Your bookshelf says a lot about you. Peter Knox, contributor at The Guardian, argues that sharing your shelf is sharing yourself (Knox, 2012). Reading forms our opinions and values, therefore it is important to make a conscious decision when selecting what to read. What are the must-reads books on business and money, on literature and …

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How to conduct a DESTEP analysis

A fundamental element of the marketing plan is the analysis of the macro-environment. Together with the meso-environment they form the external environment, which again is part of the wider marketing environment (Armstrong & Kotler, 2013). I personally use the DESTEP analysis, which is a great framework to conduct the macro-environment analysis because it provides the necessary depth that …

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3 reasons for considering crowdfunding

I recently attended „The Funding Event“ organized by the Amsterdam Center for Entrepreneurship (ACE). The event, from which I learned several valuable insights, introduced Leapfunder, an Amsterdam-based crowdfunding platform primarily designed for angel investors (Leapfunder, n.d.). This blog post lists three reasons why startups offering viable products or services should consider crowdfunding. 1. Free publicity …

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Measure branding through the Brand Pyramid approach

In this blog post, a branding measurement tool, called the Brand Pyramid, is introduced. It is an approach originally created by Millward Brown (Millward Brown, n.d.). I attended an event organized by the Amsterdam Finance Club and encountered Jan Oostveen, General Director of the European Federation of Associations of Market Research Organizations (EFAMRO), who during …

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Give your own Design Thinking workshop within one hour through the 7 steps of Design Thinking

Design Thinking is an innovation tool that can be used in any marketing and/or research and development department. If your company needs to become innovative or more innovative than your competition then Design Thinking is an extremely valuable process. It transforms old established innovation processes into new creative and valuable ones. Centered around Design Thinking are …

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How to use the STP(D) process

How do companies position and differentiate themselves among others? This blog posts provides the answer to that question. A company does not simply position its product without prior planning; marketers use the STP(D) process, a planning tool that incorporates the following 6Ps: Proper Prior Planning Prevents Poor Performance The mnemonic stands for segmenting, targeting, positioning, and differentiation. …

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Closing the cycle of receiving and sharing

There is an extensive amount of free information available on the internet and I decided to share my experience and knowledge to close the cycle of receiving and sharing. I will write articles when feeling inspired; most topics relate to international business. Expect to read practical business advice.