Explains the folly of using market research to make corporate decisions, describing examples of expensive mistakes made by corporations from General Motors to Mattel, and offers organizations an approach to better understand their customers.
Author and scenario planning consultant Richard Watson is clearly torn. One minute, he issues warnings about the negative effects of digital technologies on the brain and human society and discusses his fears that people pay insufficient attention to the possible consequences of…
Déployer une stratégie de marque décisive
Un positionnement précis, un marketing ciblé ainsi que des visuels et un design impactants ne constituent certes pas des concepts de marque inédits. Cependant, les médias numériques contribuent à modifier leur fonctionnement habituel. Catherine Kaputa, spécialiste en développeme…
Accurate positioning, target marketing, and sharp visuals and design are not new branding concepts, yet digital media alter how they function. Branding expert Catherine Kaputa realigns the basics of branding to incorporate the game-changing influences of digital media. She cover…
In a changing world, what makes the difference between struggling to keep up or being ready and able to navigate whatever comes along? The answer is quite simple: the modern world requires the core thinking abilities of critical, creative and systems thinking. However, despite t…
"In a changing world, what makes the difference between struggling to keep up or being ready and able to navigate whatever comes along? The answer is quite simple: the modern world requires the core thinking abilities of critical, creative and systems thinking. However, despite …
In a changing world, what makes the difference between struggling to keep up or being ready and able to navigate whatever comes along? The answer is quite simple: the modern world requires the core thinking abilities of critical, creative and systems thinking. However, despite t…
