Do you work at a Taiwanese B2B company? If so, which department holds the most sway in your organization? Probably most of you were saying 'Sales'. Although this is often the case in B2B companies globally it has been my experience that it is even more so for Taiwanese ones.
If you’ve ever ordered something from Amazon you’ve probably encountered what I call the Russian Doll trick...
As a well-known consultancy focusing on the B2B industry, we get calls every week from Taiwanese companies looking for help dealing with the 'red ocean' of relentless competition.
While Donald Trump seems to have a fixation on the trade deficit the consensus among economists is that the trade deficit does not really matter. However, the upshot of all of this has been a massive redirection in trade flows around Asia, to and from the US.
Stories are a hot topic in marketing because they have been shown to be superior to facts in getting attention, being remembered, changing opinions, stimulating social activity, developing emotion and, curiously, communicating facts.
How is your company’s marketing budget divided up? In a lot of marketing departments, when it comes to budget, there’s a war being waged between brand marketers and lead generation marketers. And it seems that brand marketers are very much losing that battle.
When buyers think about making a purchase they usually first think about the brands that sell products or services in that category. For example, Microsoft Azure and Amazon Web Services would likely come to mind for IT buyers looking to purchase cloud computing services. Knowing about a brand is a massive first step towards buying a brand.
Clients often ask us what they should listen to in order to get new ideas for strategy, branding and marketing. Here's a list of podcasts that I've been listening to this past year.
This may sound like blasphemy in an age where every organization, person, and product seems to be chasing after the right branding. If you have ever studied for an EMBA anywhere in the world you will be in agony now. What’s more, you may think this is a weird title for a blog on the website of a branding and marketing expert.