Business concept marketing in a crisis leads to growth success process, Close up woman hand arranging wood block stacking as step stair on paper blue and pink background, copy space.
Brand Management Change Management

Marketing in a crisis: to spend or not to spend?

Marketing in a crisis, whether it’s a company-specific crisis or a country-wide one, always raises the question of whether to continue spending or cut the budget to alleviate some financial pressure. The COVID-19 pandemic, the national lockdown, and the fear that an unprecedented recession will follow, certainly constitutes a crisis for businesses.   Many are under…

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Node structures in the central nervous system 3d illustration representing culture-led brands and the interconnectivity between brand, purpose and company culture
Brand Management

How culture-led brands drive better engagement

Culture-led brands represent the sweet-spot where a strong brand meets a clear purpose and a healthy culture. As customers and employees become more and more demanding – seeking employers with a purpose, brands with a conscience and above all customer or career experiences that raise the bar – finding this sweet-spot becomes increasingly important.   In…

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