Explore How to Create or Evaluate a Marketing Department

Your business is developing and growing and so the time is right to upgrade the functions into structure with separate departments? Or you already have an existing structure within your business? In both cases, one of the most important business units with a need of special focus is the marketing department.

How to estimate the brand equity?

The main purpose of the brand audit is to identify as accurately as possible the current state of the brand in all aspects. But do all actions mirror adequately the brand positioning and the customer expectations?

How to estimate the brand equity?

The goal of the brand management is to build the strongest, most unique and beneficial associations for the the brand so that customers can chose it over all others. Everything related to the product or service, to the pricing, distribution and communication correlates to this. But do these actions mirror adequately the brand positioning and the customer expectations, preferences and attitudes?

What makes one transformation digital? How does the management approach the topic and what is difference between cocktail usage of the sexy-sounding phrases such as Internet of Things...

Whose Responsibility is it?

The general understanding on the role of reputation management within an organization can be questionable, unless this function is clearly defined and given enough authority within the company structure.


in this article on brand communication in Bulgarian Manager you can find out more about brand touch points, customer experience mapping and other

Skilful tasks allocation depending on the industry, business model and goals

Two are the main challenges for the Human Resources recently - the evolving employees profile and the changing work landscape. Read more about how these trend influence the marketing and communication profession

Digital transformation and customer centricity getting more important

The complexity of interactions, connectivity and trust management are among the fastest growing influencers for the business today. In times of rapid and constant changes the new business models and the unstable social and geopolitical landscape are the new Normal.

Old communication attitudes do not work anymore

If we were all trained as professional journalists, we would be well versed in the rule of double-checking information with more than one trustworthy source. But since our new digital reality has given us the opportunity to become our own media, we must also adapt to our new responsibilities as information consumers.

If you consider using brand ambassadors...

a review on the subject why to use and how to choose a celebrity to act as your brand ambassador. Some recent examples illustrate the added value and the risks of the celebrity ambassadors. You can also find practical questionnaires to support your customised solution.