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Articles on Strategy
Discover scientific insights, smart analysis and practical advice for developing and implementing effective business strategies. Our articles help entrepreneurs and marketing professionals make informed strategic choices that drive brand growth and business success.
Category Entry Points (CEPs): meaning & use in marketing
Imagine this: a potential customer has a problem, need or desire. Thirsty on a hot day, leakage after a storm, or a CFO who needs to reduce costs. In that...
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ChatGPT in marketing: faster growth & more focus
Marketing only pays off when actions are scalable, measurable and repeatable. ChatGPT makes that possible by accelerating the three most time-consuming parts of marketing: ideation, production and optimization.
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Endowment effect (endowment effect): meaning & marketing
Those who understand this psychological mechanism not only gain a better understanding of their own decision-making, but also that of customers, investors and employees. After all, the endowment effect touches everything that...
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Opportunity cost (opportunity cost): definition & its importance to entrepreneurs
Every dollar and hour you spend on option A, you can't spend on option B. That missed value is called opportunity cost. This article translates the economist's concept...
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Black Swan events: What entrepreneurs can learn from Nassim Taleb
Black swans don't exist, until you do see one. That is precisely the gist of Nassim Nicholas Taleb's famous Black Swan theory. His insights painfully expose how...
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Mimesis: meaning, working & application in (online) marketing
Why do successful companies so often look alike? Whether it's streaming services following Netflix, smartphone manufacturers imitating Apple's designs, or Dutch webshop entrepreneurs who have the one design...
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Physical availability: meaning & tips
Can potential customers easily find and buy your brand if they want to? That's physical availability. (Re)knowing and thinking about your brand in a buying situation is called mental...
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Choosing online marketing channels: spreading risk is essential
Online marketing offers entrepreneurs many opportunities to attract new customers and strengthen existing relationships. But the speed at which digital channels are changing also brings risks....
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Create a website briefing: in 8 steps a new website
A website is essential for businesses, but many companies lack web development expertise. In this article, we explain what it takes for a good briefing gives for the...
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Mental availability (brand salience): brand growth according to Byron Sharp
Why do some brands spring to mind first, while others quickly fade into oblivion? The answer is a powerful psychological phenomenon: mental availability
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