“B2B next normal”: from passive to strategic marketing

The evolution of the marketing approach is not a due and automatic process from passive to strategic. Of course many trends push more and more companies to be attractive in understanding their markets. However, the ability to move forward to the next stage is really depending on the situation of that specific sector in a…

Brands and their “raison d’être”

I’ve been asked to explain what has been my approach during this crisis time regarding the Brand strategy. So, since sharing is caring, let us summarise some thoughts and directions that I am taking now. The crisis exist and will exist for next months, this is now clear and not less scaring for everyone. An…

The Brand can be the real game changer

One of my major challenge of the last years has been to move the Brand positioning of the company from a pure B2B “technical” approach to a “consumer insights” approach. The Brand has been crucial in this process in order to push the organization to define in a new way its own “reason why”. In…