All brands and businesses have a continuous struggle to innovate & differentiate to keep ahead of the competition. The opportunity for us as marketers is to consider the role of sustainable marketing as a springboard for brand and business growth, ensuring we stay emotionally connected with our consumers as they search for more accountability from their brands and more meaning from their purchases. Subscribe to NEWS, our Branding for Good Newsletter.
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Good digestive health. One part complicated science, one part endless embarrassing euphemisms about fiber and keeping your gut healthy. For Yakult, being the pioneer in the burgeoning probiotic yoghurt drink category in Germany was no guarantee for success.
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A clear, strong and differentiated positioning executed in an inspiring way is what makes a brand unique and memorable.
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When your ambition is to become a Top 10 global bank, then riding in the slipstream of the McLaren F1 racing team makes intuitive sense. But does it make financial sense?
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Back in the 30s, economist Joseph Schumpeter identified the forces of ‘economic destruction’ at times of economic crisis and the enormous opportunities produced. More recently, Harvard professor Clayton Christensen has talked about how breakthrough innovation is more likely to happen at times of greatest disruption, when we’re forced to fundamentally re-think the way we do business.
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AV-Stratosfera* Semiotics works in cooperation with anthropologists from the renowned Polish Academy of Sciences. The project engages a rotating panel of anthropologists of varied background and fields of specialization; language, art, structure and contemporary studies.
The Panel is an extension of AV-Stratosfera’s semiotic offer and has been uses several times either as a part of larger strategic projects or as a stand-alone analysis of a specific topic. The new method is popular among FMCG clients and especially favoured by the food sector. Long-term, the method may be a good source of information about cultural shifts in Poles’ everyday habits and lifestyle.
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