Author: Moensie Rossier
A modern masterbrand, writes Moensie Rossier, draws in and connects every single facet of your business, communication, service and customer experience, and drives culture. Now that earned media is a much bigger part of marketing, the question is, do you want to take control of your brand impression and steer it, or, are you happy […]
Marketing budgets have contracted, while business expectations and customer expectations continue to grow. Budgets are already stretched to breaking point. Delivering value in a way that benefits both the customer and the brand demands a new way of thinking, not just a rethink of current standards. Today, value is usually tipped in favour of the […]
This is a guest post from planning director at BMW, Moensie Rossier. Of all personal and brand qualities, confidence is among the most desirable, yet it’s is a double- edged sword. While confidence brings success and popularity, it can also bring economies and brands to their knees. But to avoid the pitfalls, couple confidence with self-awareness. […]
The word ‘masterbrand’ is losing currency, becoming associated with analysis paralysis, with old school marketing that can’t be nimble or opportunistic. The enemy of quick engagement, or social relevance, it’s the laboured ‘think’ not the fashionable ‘blink’ reaction. But, look further, and the masterbrand is exactly what qualifies a brand to blink in a way […]
