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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 [...]

By Cers Blogs|2023-08-08T13:31:05+02:00April 11th, 2022|Tags: brand, branding, corporate identity, doctoral dissertation|
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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 [...]

By Cers Blogs|2020-09-08T16:11:59+02:00September 8th, 2020|Tags: brand, consumer, consumerbehaviour, covid-19|
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Recent Posts

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  • A New Strategic Risk Management Template Inspired by Nokia, The Covid-19 Pandemic, and The War in Ukraine
  • From Romans to Robots – Reflections from the Frontiers in Service Conference
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