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Put simply, product positioning refers to the qualities that separate the item you’re selling from comparable items marketed by your competitors. At its most effective, product positioning considers the needs of your target audience and how your product can directly address those needs. …

Smart Government is the buzzword used to describe intelligent, networked government and public administration. But what are the challenges facing public sector players? One thing is clear: The tasks are enormous, and successful implementation is still lagging behind in many places.

The brand equity pyramid (aka CBBE model) is a simple design that focuses on building brand loyalty from the ground up. It’s popularity within enterprise brands stems from its simplicity and broad applicability. Regardless of whether you’re a local boutique brand or global multinational corporation,…

Before we go too far, let’s first look at what exactly is brand equity. Brand equity is essentially the value of a brand based on its ability to be recognised. For example, Apple’s brand equity is very high, as almost everyone would be able to recognise their brand from their…

Working from home has many advantages for people with disabilities and chronic illnesses. There are particularly good opportunities for the public sector to create individual and barrier-free working conditions for these people. This blog post shows why this will become increasingly important in the…