10 november, 2016

Why “HOW” is more important than “WHAT” in the battle for differentiation

The main idea of the book is that in the era of behavioural economics, it does not matter ...

8 january, 2016

Creating the dream workplace for the most talented professionals

How would the best place to work if we could design it from scratch? What would its leader ...

4 april, 2014

How Brand Ideal Helps to Achieve High Growth Rate and Financial Success

Apple, Mercedes, Disney, Heineken or Procter&Gamble – what makes these companies so ...

24 june, 2012

The Role of the Brand in Differentiating Companies in the New Economy of the 21st Century

Branding evolved from the focus on the visual design, logos, symbols, colours and fonts to ...

24 may, 2012

Management Strategies for the Corporate Brand: the Role of the Reputation in Differentiation

The importance of corporate brands in the management of large companies is increasing, tur ...