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Based on the latest rebranding project I have led - for the Economic Group Monbat – I should say that the people behind the whole process are the biggest arbiters of success.

Since 2015, in the Edelman Trust Barometer, trust (truth) has been present in every title of the report. Coincidence? Certainly not. And the pandemic only brought out for the mass of people in an impossible-to-look-aside-visibility "the bankruptcy of the information."

Leading for the companies is always the vision, the purpose of an organisation to exist. To achieve the vision, a business strategy is prepared, specified in the corporate goals. The contribution of achieving these goals for solving specific business problems is measured by the performance indicators.

Kevin Lane Keller explicitly emphasises that marketing does not work with quality per se, but with the idea of perceived quality. This perceived quality is formed by two main correlations - what it costs me for what I get, and what I get compared to the alternative options. The best tool for working with our customers' perceptions of quality is the management of expectations.

The human capital is the most valuable asset of each company, having a key role in the success in achieving corporate goals. Which are the key elements in developing an employer brand?

The brightest trend in mobility development in past years are connected with the transformed philosophy to use only what you need and pay only for it. Come from the understanding that what having means responsibility and taking care.

Explore How to Create or Evaluate a Marketing Department

Your business is developing and growing and so the time is right to upgrade the functions into structure with separate departments? Or you already have an existing structure within your business? In both cases, one of the most important business units with a need of special focus is the marketing department.

How to estimate the brand equity?

The goal of the brand management is to build the strongest, most unique and beneficial associations for the the brand so that customers can chose it over all others. Everything related to the product or service, to the pricing, distribution and communication correlates to this. But do these actions mirror adequately the brand positioning and the customer expectations, preferences and attitudes?

What makes one transformation digital? How does the management approach the topic and what is difference between cocktail usage of the sexy-sounding phrases such as Internet of Things...

Whose Responsibility is it?

The general understanding on the role of reputation management within an organization can be questionable, unless this function is clearly defined and given enough authority within the company structure.