Marketing

June 28, 2018

Finding the best price for a work of art… or a company

Definition of “auction”: a process where potential buyers place competitive bids on assets or services The auction is the best way to find out what people are prepared to pay for an item that is unique or rare. Recently I have been visiting many art exhibitions because of an art project I am working on. […]

May 31, 2018

If your product were Moonlight Sonata…

Assume you are an artist… a painter, a photographer, a sculptor or a composer. Somebody who creates art. Let’s take the composer as an example. You know that you need a presence in the market and hence want to have a partner who will work with you to build your brand worldwide. The first thing […]

February 1, 2018

Halep & Adidas: a case study for marketing

The Romanian tennis professional Simona Halep was the No. 1 player on the WTA Tour as she entered the Australian Open in January 2018. The news is that the 26-year-old doesn’t have a clothing sponsor for 2018. And it is a fact that top tennis players get millions of dollars worth of sponsorship contracts which […]

April 7, 2016

Bureaucratic barriers to marketing

I was invited as a speaker to talk about blogging and social media at the annual meeting of a worldwide operating company, active in its field for more than 30 years. People working on the local marketing side of the business were also attending the event. The company was spending big sums on its marketing […]

January 21, 2016

Value of Ajax

Ajax is one of the important teams of the Dutch Football League. The team is known worldwide. Its brand value doesn’t decrease in the short term even if it loses a match. Ajax, just like any other brand, needs to be in the news to ensure the sustainability of its brand value. Of course, for […]

December 31, 2015

Toothbrush Test

From an article published in NYTimes by David Gelles on August 17th, 2014: “When deciding whether Google should spend millions or even billions of dollars in acquiring a new company, its chief executive, Larry Page, asks whether the acquisition passes the toothbrush test: Is it something you will use once or twice a day, and […]

December 17, 2015

7 hours

My client asked somewhat incredulously: “It will take seven hours?” Generally, this is the first question my clients ask when I inform them about the duration of the first meeting they will have with a potential acquirer who will be visiting their company. “Yes,” I say “Moreover, if you also include dinner you will be […]

October 22, 2015

Serenade

A serenade is a little song or piece of music, with its performer having a single listener for a specific reason. Typically the performers come to the listener and not vice versa. Since there is no seating available at such a makeshift venue, a serenade is mostly presented in a standing position, hence the name […]

September 10, 2015

Love found by survey

I assume none of us enjoy the ads distributed between the videos we are watching in YouTube. We have to accept it as the cost of “having it free”, I think. Though some of them are interesting as an ad. Such a case for me was the video made for the company SurveyMonkey. (SurveyMonkey is […]

July 30, 2015

Name of the waltz

According to nexos. com: During the 1833 Carnival in Vienna the composer Johann Strauss thought up something new to attract the interest of the public for his benefit ball at the Sperl in Leopoldstadt. He had written a new waltz and invited visitors to the ball to find a title for the work. The idea […]