Sparks, not torches. Short pieces on communication, leadership and brand — whatever is occupying me at the moment.
The change from concept-based transactional marketing to purpose-oriented marketing makes all the difference. This is the reason why some companies really take off, while others don't get off the ground.
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Daniela, who has just turned 21, and Yvonne, 44, pack lunches together for the volunteers at a charity event and inform the participants about the day's program. It is the first time that the two women have …
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In the dynamic world of most markets, it is essential for companies to have a team on board that is not only competent, but also characterized by commitment and creativity. Developing a high-performing …
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On the market since 2009The book Integrated Communication describes strategies, structures and processes of integrated communication. The book focuses on both the external and internal stakeholders of an …
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In the labyrinth of communication lies the challenge of finding the path from the intellectual depth of a vision to its day-to-day implementation and integration into the corporate culture. Konrad Lorenz, a …
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The marketing world is all about target groups and niches - but how small does your niche really need to be to be effective? This piece sheds light on the power of the smallest possible target group and why …
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