the beauty of small innovation as I was scrolling through my social media feed one day, I stumbled across a news update from Dutch nursing company, Buurtzorg. they are one of those interesting businesses I like to keep an eye on from time to time (and if you have read Frederic Laloux’s Reinventing Organizations, then […]
in the story of your brand, you’re not the hero a while back, I learned that a strong enemy could strengthen your brand. the example that was given at the time was Pepsi versus Coke. and it seemed to make so much sense. many good stories have a hero and a villain, right? so when […]
when the bird starts to sing – on the influence of organizational culture on your brand one of the biggest realizations I have had from my marketing and branding experience is that a company’s success can never prevail only by investing in outside-facing interactions. many organizations (including some that I have worked with in the […]
using the “metaphor of you” to explain the differences between product, brand, branding and marketing “brand” is one of those overused buzz words in the business and marketing world. and in my experience, most people use it to mean “company” or “product”, but not “brand” in its true meaning. some even use it because it […]
guiding or manipulating? the spectrum of influence. I once read a book about the “theory of influence”. to be honest, I struggled to reach the end as it kept on providing tips, tricks and examples about techniques that felt more to me like manipulation than the sort of influence I was hoping to learn about. […]
defining “culture” with Geert Hofstede one of the key aspects we focus on at the make sense academy is cross-cultural communication. being expats ourselves and having traveled quite a bit, we’re very well acquainted with those awkward situations where you don’t understand what the f*&# is happening. mostly because your cultural reference is different. sounds […]
at the make sense academy, we have identified eight different groups of stakeholders that you should keep in mind when designing your brand strategy. if you thought the only one that mattered was your potential future customers, don’t be surprised if your brand doesn’t go anywhere. you might sell products on a short-term basis. but you will not build a strong brand in the long run.
there is an interesting paradox in the way we do branding: working with emotions, yet expecting linear results. what is good for your brand to adopt in this circumstance?
in today’s growth-obsessed world, being yourself as a brand in not optional, but paramount: to your business, reputation, and longevity.
find out the amazing science behind memorable moments and how your brand can pay more attention to its moment creation.