Category: Branding

Brand Guide To Mergers And Acquisitions

From a brand perspective this guide is intended to help you think through the key decisions that will drive the outcomes of your merger or acquisition. Branding issues are myriad for mergers & acquisitions. First there is the question of why the merger or acquisition is even being considered. What is the purpose of the…




Why a digital strategy is a customer strategy

It is critical that you design your digital strategy around your customer While customer experience is a key business driver for any company, few have yet to understand that, in the digital age, when customers can instantly access swathes of information about a company and its competitors, it has become fundamental to obtaining a real,…




The critical importance of an emotional dimension for B2B brands.

When B2B brand messages miss their target Nils Hoffman (partner) and Agnes Claye (senior expert) from McKinsey spoke at the recent Corporate Financial Group roundtable event about the power of brands. What did you speak about? “Different touchpoints have different amounts of influence depending on where the customer is in the decision journey.” We talked…



Brand in action

From Transform Magazine’s Brand in Action series: On the seven seas Who: Maersk Group What: Maersk Group is one of the world’s largest logistics providers and is comprised of a number of business arms with a shipping fleet that includes 192 container shipping vessels, 172 oil tankers, 184 safety and support ships, 18 offshore drilling platforms and…



Revolving door opens the information highway

Revolving door opens the information highway The front doors at Esplanaden, the Maersk Group headquarters in Copenhagen, have been revolving for 35 years, keeping out drafts, noise and strays, keeping in heat and protecting the precious aura of a particular shade of blue. Or so it used to be. One person passing through them recently…



Get Buy-in for Your Global Strategy with Local Partners

Some great insights from Kip Knight at HBR here.. – // – I never considered myself an “ugly American,” but my UK colleagues apparently thought otherwise. Just before I moved to the UK to head up marketing for KFC International in Europe and Africa, Pepsico had bought out our joint venture partner in the UK. I was…



Want to connect with your stakeholders? Start here

Three Things Consumers Want From Brands Today: Responsiveness, Involvement and Conviction. Logic+Emotion: Three Things Consumers Want From Brands Today: Responsiveness, Involvement… . 



Employee engagement metrics.. the black box

Employee engagement can deliver up towards a 20% increase in productivity and profitability. But how do you track and measure it? Get some great insights to get started from HBR here: A Primer on Measuring Employee Engagement – Which metrics to look for, and what they mean?