What is the standard?

If businesses are judged by the amount of money created, then the metric is revenue. If they are judged based on the ability to make a positive change in people’s lives, then the metric is the purpose of the business.

Brand strategy

Branding is not the marketing tricks and tactics that are performed to attract more customers. Branding aims at reflecting the identity of the brand. The brand reputation will be exposed if the brand does not demonstrate the value that generates and the impact, it creates.   The brand is not just a product or service, […]

Marketing is not about the number of Ps.

Many companies around the world deploy and employ different tactics and strategies to promote and sell their services, both traditionally and digitally. They highlight the different Ps that their marketing strategy encompasses. They create and add to the noise and they call it marketing. Marketing is communicating the key message of the business. What does […]