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A shower of emails
30 Marzo 2015 by Mirko Nesurini in Articles
A shower of emails
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According to sales experts, email marketing is still an effective way to acquire customers, indeed more effective than advertising campaigns on Facebook and Twitter combined. Research by McKinsey states that...

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Tease me, please me
9 Marzo 2015 by Mirko Nesurini in Articles
Tease me, please me
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A teaser campaign is an advertising campaign that typically addresses the audience’s curiosity without fully revealing either the nature or the name and the brand or the advertised product. It...

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Say goodbye to the old banner AD
16 Febbraio 2015 by Mirko Nesurini in Articles
Say goodbye to the old banner AD
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For twenty years banner ads have proliferated on the internet. Now, the ecosystem is seemingly disappearing, and so are these weeds. Journalists write their opinions and describe facts according to...

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Which brands will win?
9 Febbraio 2015 by Mirko Nesurini in Articles
Which brands will win?
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Traditional marketing standards are changing. The proliferation of products reduces the number of initial-consideration potential brands, hence the competition. Who wins? Active consumers. As consumers, we were used to being...

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Ineffective shocking campaigns
18 Agosto 2014 by Mirko Nesurini in Articles
Ineffective shocking campaigns
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For many years I have worked in communication in healthcare field, developing dozens of campaigns that aimed at raising awareness on cardiovascular and oncological prevention in different European countries. Every...

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Decommoditization
4 Agosto 2014 by Mirko Nesurini in Articles
Decommoditization
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In economics, a commodity is a good requested by the market that is offered without a particular differentiation compared to competitors. Wheat, oil, copper, just to name a few, easily understandable examples. They are basic, not elaborate...

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From net sweepers to oblivion
21 Luglio 2014 by Mirko Nesurini in Articles
From net sweepers to oblivion
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Some years ago a friend of mine was sent to jail. He had gotten into some serious trouble. Everyone (or almost so) turned away from him. As it often happens when a negative occasion takes place, you look around and...

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Inappropriate SMS
7 Aprile 2014 by Mirko Nesurini in Articles
Inappropriate SMS
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Sixteen days after the mysterious disappearance of the Malaysian Airlines airplane, the tragic confirmation of what was feared arrived through a short message. The SMS contained this short message: “Malaysian...

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I am Tarzan, you are Jane, she is Cita
17 Febbraio 2014 by Mirko Nesurini in Articles
I am Tarzan, you are Jane, she is Cita
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The trailer of the film Lassie Come Home (1943), after having shown a series of books in a domestic environment, highlighted at the end a nowadays well-known concept: a good...

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The paper I like to read
20 Gennaio 2014 by Mirko Nesurini in Articles
The paper I like to read
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Some time ago during an editorial meeting, a little pedantic speaker stopped me asserting that all print media are influenced by advertising. The thesis I was sustaining was, on the...

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Related articles

  • A shower of emails
    A shower of emails
  • Tease me, please me
    Tease me, please me
  • Say goodbye to the old banner AD
    Say goodbye to the old banner AD
  • Which brands will win?
    Which brands will win?
  • Ineffective shocking campaigns
    Ineffective shocking campaigns
GWH was founded in 2013 by the merging of Gds, Work Style and HeS. Gds (since 1998) is focused on brand communication and market research: strategy, verbal Identity, trademark law, market research, brand architecture, corporate identity and brand management. Hes (founded in 1999) is a firm specialized in psychology of management, consulting and support. Work Style (since 2007) is a publishing company focusing on the world of work.
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