Why read this? : We explore how customer understanding helps you manage ideas through your business. Learn how to use it to take on the competing internal commercial challenges you’ll face. Read this to learn
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Why read this? : We explore the value of having a good business villain in your brand’s story. Learn how defining the villain creates the conflict your story’s hero will fight against. Read this to
Why read this? : We explore 3 ways to sharpen your target audience writing. Learn how market research, brand strategy and editing combine to create compelling copy for customers. Read this to learn how to
Why read this? : We explore how to define and refine your e-Commerce opportunity in the e-Commerce planning process. Learn how to craft it as a high-level concept, a plan on a page and in
Why read this? : We share which activities are must-haves in bricks and clicks commercial planning. Learn why you need marketing, customer service and supply chain plans before you talk to a retailer. Read this