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Author Archive
How Brands Can Avoid Culturally Flammable Ideas
By Dr. Martina OlbertovaWe know already that brand management is largely meaning management. But if we want to make any lasting changes to how brands are managed today and what value they create, we need to take the conversation up a notch, engage the C-suite along with marketers and look at the organizational matrix.
Read MoreHow Semiotics Helps Brands Encapsulate Value
By Dr. Martina OlbertovaWhen you want to explore cultural relevance of strategic ideas, creative concepts, brand narratives, stories or innovation territories and how they tap into the cultural zeitgeist, the mood of the now, semiotics is in my opinion by far the best way to approach such research.
Read More3 Ways To Ensure Your Storytelling Is Meaningful
By Dr. Martina OlbertovaWhat we often lack in branding today is meaningful storytelling with an ability to drive a real impact and social change.
Read MoreHow Brands Can Use Story To Inspire Social Change
By Dr. Martina Olbertova
No matter what anyone tells you, stories can change the world. But it often takes courage and guts to make real stories that can jumpstart a real social change.
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