You’re 100% behind your organization’s offer, which contains life-changing products, but you see the development of your brand identity as a side issue? Time to change that vision, and to pursue a brand identity that fully covers the added value…

Short-form video is one of the key marketing trends to watch in 2021, according to the experts at HubSpot1. Driven by the popularity of platforms like TikTok and Reels on Instagram, short-form video is taking over the online landscape. What’s…

The pandemic is significantly changing the landscape for in-person conferences, congresses and trade shows. Most professional conference organizers are postponing their events to next year, with any paid registrants switched to the future event. In the meantime, we are all…

In 2020, most B2B marketers had to switch gears and completely re-invent their marketing plans, shifting the focus to supporting their customers in a time of need and moving in-person initiatives to virtual. Now, almost a year into the pandemic,…

The concept of branding started with our ancestors "branding" cattle so they could easily pick their own animals from a larger herd. Today, a "brand" stands for much more than the mere identification of a product. With a good brand,…

In GDPR times, it’s more challenging to build mailing lists. These regulations stipulate, among other things, that contact persons must actively agree to be contacted. You can’t simply e-mail to purchased address lists, or to contact lists of professional associations.…

Today, many companies are engaged in sustainable production and business practices. In an ecologically-aware society, it’s important to give your branding a green boost. But how can you communicate about sustainability without resorting to clichés?

Hospitals are scaling up to more COVID-19 capacity at the expense of non-COVID-linked activities. Many clinicians will be forced to reschedule their activities from home in anticipation of the decline in Corona numbers. As a healthcare vendor, how do you…

The Chinese consumer has an increasing amount of purchasing power, and is quite familiar with technology. In fact, in the first half of 2020, the volume of e-commerce exports to China increased by 24%. Many Western companies are looking at…

Healthcare changes faster and is more complex than almost any other industry, meaning that healthcare marketers face a unique set of challenges. But change management hasn’t typically been part of the healthcare marketer’s skillset. It’s the same for big data…