White Paper: Een effectieve merkgroeistrategie in 5 stappen

Delen op twitter Delen op facebook ‘How Brands Grow’ van Byron Sharp geeft marketeers handvatten om meer consumenten op meer momenten aan je merk te laten denken. De visie van Byron Sharp op merkgroei is radicaal anders dan de huidige merkgroeimodellen en gaat lijnrecht in tegen McKinsey’s marketing funnel, het Kotleriaanse ‘onderscheidend vermogen’ of Simon Sinecs ‘Why how what’.

Bij organisaties als Peijnenburg en Marktplaats staat Sharps gedachtegoed inmiddels in de marketingplannen. ‘Salience’ is hierbij het sleutelwoord. De grote vraag is: Hoe vertaal je Sharp’s wetmatigheden naar de merkbouw praktijk? In deze whitepaper wordt het gedachtegoed van Sharp vertaald naar een simpele en consistente merkgroeistrategie, waarmee je direct aan de slag kunt.

Deze whitepaper is bedoeld voor alle professionals die op strategisch of tactisch niveau verantwoordelijk zijn voor het merk(portfolio) van een organisatie. Wat ons betreft is dit een heel boeiende, nieuwe, op goed onderbouwde principes gestoelde, actiegerichte aanpak voor merkgroei.

NIBAA Institute

Dit is NIBAA Institute

NIBAA is een opleidingsinstituut gericht op brand management en merkstrategie en gevestigd te Utrecht. NIBAA leidt managers en executives op via diverse korte en langere merkopleidingen. NIBAA werkt met ervaren professionals, hoogleraren en vakdocenten.

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