Integrated Marketing Communication

[Based, in part, on Marketing Communications by Patrick De Pelsmacker] Integrated Marketing Communications (IMC) is a popular term in marketing today. It generally describes having synergy and consistency across all communication channels, both internal and external. But to really understand this idea I want to explore the context and the barriers to IMC. IMC came into […]

How Should a CEO Respond to Emails

This is about, one of my favorite things: touchpoints. Every interaction someone has with your product/service is a touchpoint. It is an opportunity to communicate value, build loyalty and grow brand. Recently I moved to Denmark for a few months. Being my first move to a new country, not everything goes smoothly. I did not […]

Yogi Tea: Branding and Service Design

Yogi Tea is a popular tea brand found at places like Trader Joe’s, Whole Foods and more. They have great tea blends/flavors and there is nothing particularly special about the product – it is organic but it is not the only one. So how does Yogi Tea differentiate itself? It’s at the intersection of branding […]