Extreme Trust – Honesty as a competitive advantage

Last weekend, during the DMA 2012 congress, I have had the opportunity to attend a keynote by Don Peppers, well-known specialist in customer driven business stratgy. Don Peppers talked about the content of his last book, “Extreme Trust”, which is about the growing need for businesses to deserve the consumers’ trust if they want to […]

Traditional advertising is still relevant, even Google thinks so

For years, Google has succeeded in building the most valuable brand of the world while hardly doing any traditional advertising. Whether it’s through technical innovations or with anecdotes, Google succeeds to appear in the media very often against a very sharp marketing budget. Having said this, let’s not forget that Google isn’t always number one. […]