The term “Brand Strategy” often suggests ambiguity, with different interpretations and perceptions depending on who you ask. It tends to trigger a range of responses, leaving many wondering what it truly is.

Since no brand is able to deliver everything to everyone, the starting point is to segment  the market and define your brand’s target consumer segment and profile based on different  elements including demographics, psychographics, and lifestyle.

The world has changed. And so, did consumer/customer expectations. Brands, who aspire to thrive in our digital age, do not have an option other than understanding and acting upon the significant changes, which took place to customer expectations over the past few years.

Today’s most successful marketers no longer limit their scope to driving brand awareness and building brand equity and perceptions. CEO’s and business owners, across different sectors and organizations, are increasingly holding marketing accountable for driving revenues and business results.

As we work with business owners, CEO’s, and marketing leaders across various sectors in Egypt to build and grow their brand revenues, we have been witnessing the major challenges many are facing, when it comes to their digital lead generation campaigns.

Successful companies treat customer experience as an integral part of the business that is embedded throughout the organization. In fact, 90 percent of B2B leaders believe the customer experience is crucial to their companies’ strategic priorities.

To thrive in the 21st century, students must be adept at collaboration, communication, and problem solving—a few of the skills developed through social and emotional learning (SEL).

Household appliances can be classified into three categories—major appliances or white goods, small appliances, and consumer electronics. Major appliances are large home appliances used for regular housekeeping tasks such as cooking, washing laundry, food preservation, and others.

The FMCG industry was once King, but now has found itself in a rather unfamiliar position. Reports from McKinsey’s 2018 study on the industry assert that the traditional fast-moving, consumer-loved industry is fading away from its former glory.

This year will be an exciting time for the lightning industry as it leverages the latest technology to innovate LED design, color, wavelength, energy efficiency and more. All indications point to healthy growth for the lighting industry in 2019 and the next few years.

As LED lighting becomes more widely available and affordable, the technology is making strong inroads in the industrial light sector, providing a much more efficient, sustainable and economical lighting solution.

Remember the days where you would schedule a doctor’s appointment only to get there and wait for a couple of hours? If you had any tests done, it would take days to get results back and often you’d have to go back to the office and wait all over again?

Let’s face it: the education sector—especially K-12 public school systems—aren’t usually the earliest adopters of new technology. Despite the fact that they’re equipping our children for the future, they don’t always move the fastest to get there.

The future of retail continues looking grim, as more brick and mortar stores close their doors. US retailers have announced 8,558 store closures so far this year, with total US store closures predicted to hit 12,000 by the end of 2019, reported Coresight Research on Friday.

Retail growth has been an endgame for some time within the industry, but now it’s no longer enough. Simply growing in existing categories and businesses won’t suffice, as niche startups eat into established players’ profits.

Like any other industry, the real estate sector also has a variety of operational activities and processes that can be optimized and transformed with digital technology with the goal to improve productivity and profitability.

The days in which established OEMs have independently set the tone in the automotive industry are over. Four megatrends are revolutionizing the business: connectivity, autonomous driving, sharing economy and electrification.

For today’s car buyers, accustomed to segueing seamlessly from online to off and being recognized as individuals throughout their shopping journeys, the often impersonal, sales-target-driven atmosphere of many traditional, physical auto dealerships can be frustrating.