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Micco Grönholm om varumärken & marknadsföring

Kategori: The idiot’s guide to marketing

  • The idiot’s guide to marketing, chapter 8

    Hate me, but don’t ignore me. Buying decisions are made up of four different categories (addressing different emotions): Risk, Routine, Spice and Hope. To become a success, it is crucial to know whether your customer loves, hates or is bored by the presence of your product and/or brand. Ask yourself what it is that characterises…

  • The idiot’s guide to marketing, chapter 6

    I’m Dirty Harry. Who are you? A brand must be built on a living soul and a genuine dramaturgy. To be cultural and social, it must be based on a narrative, a tale that can be retold. And like all good stories, it should contain some form of heroism, a drama that your target group…

  • The idiot’s guide to marketing, chapter 4

    Spock vs. Gump. When you have the answers to the questions ”What?”, ”How?” and ”Why?” you also have the starting point for the brand’s strategy, tactics and culture. Not one of these three aspects can give a complete picture of the brand, because it doesn’t have one, but together they provide a fairly accurate image.…