Developing a Marketing Strategy in Complex Circumstances

As a Professor who comes from an operational transportation and marketing background, I try to ensure that my students get as close as possible to a real business environment while they study with me.

Earlier this year BSL’s MSc Global Marketing students had the opportunity to work with IATA, the International Air Transport Association, on an assignment to produce marketing strategy ideas for the air cargo industry in the Suisse Romande region (French-speaking part of Switzerland). Continue reading

Build Brand Communities – The new Brand Mantra in Today’s Online World

In a marketing landscape largely dominated by Online Media and with classic advertising budgets for TV and print advertisements decreasing, most brands try to build Online Brand Communities. But can the “virtual” world deliver what the real world does not seem to be able to provide; Unlimited access to a brand’s follower and consumer base? Continue reading

Tell me what brand community you are part of and I tell you who you are!

With Facebook having reaching its first billion members, online communities are increasingly of interests to brands wishing to build brand communities. But how does it really work? And what are the “does” and “don’t”?

While many brands still try to figure out the practical answer to this questions, the leading brand community agency VERVE and The London Business School published a short and useful guide to get you started under the title “How Online Communities Work”. Continue reading