Category: Points of view

Traditionally, business has been all about capitalising on serendipitous market opportunities. It’s been like this for a very long time: build it and they will come. However, today’s most accomplished business leaders quote customer obsession as the most important factors of their company’s success.

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There are two very distinct but equally important ways of looking at brand: the internal perspective: what does it mean for the business the market perspective: what does it mean for consumers Together they form the complete picture and create the right conditions for brand to drive business growth. Oftentimes only one perspective is taken… Read more »

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