Here is a new presentation by Ingmar de Lange, the marketing strategist who did an interesting guide about brand utility. Here, Ingmar insists on the wrong use by brands of social media : – most of them use it to advertise, instead of changing their business model or being closer or useful of their customers. [...]
Categories: PRESENTATIONS
Tagged: brand utility, business model, context, emulation, Helge Tenno, social media
For a long time, I have read Helge Tenno‘s blog. His presentations are very relevant (very probably one of the best strategist) and you can find some very rich insights. A definition of the brand In this presentation “The new brand landscape” from 2008, Helge gives us an interesting definition of the brand (s. 35). A [...]
Categories: PRESENTATIONS
Tagged: arenas, brand, brand utility, definition, emulation, Faris Yakob, geotility, Helge Tenno, Homo Mimickus, Mark Earls, participant, service
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