A coherent identity is not always key to successful corporate branding

Last week, I defended my doctoral dissertation at Hanken. The thesis bears the title” Coherence or diversity in corporate branding – Varying perceptions of the company as sources for corporate branding”. It’s about identity (basically, ’who am I?’), but specifically in the context of companies, discussing the concept of corporate identity. At a general level, […]

Matching market and brand strategy to changes in consumers’ habitual buying behaviour due to Covid-19

To the extent that the Covid-19 pandemic may change certain fundamental patterns of consumer behaviour, companies must carefully consider how to adjust their market strategies and tactics accordingly. One classic pattern of consumer behaviour that seems to be subject to change due to Covid-19, is the so called habitual buying behaviour. Under normal circumstances, one […]