What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
An overview of what challenger brands are and what makes them work. Illustrated through extensive examples. How do you become one, what are the steps and strategies that works.
Challenger Brands - strategies to make market leaders sweat John Blaskett
I put this presentation together whilst reading Adam Morgan's book 'Eating the Big Fish' for an AdSchool assessment. In it I give an overview of the 'Eight Credos' of Challenger Brands and provide some examples from both Australia and overseas. Eating the Big Fish is a great book and a must-have resource for any marketer or brand planner.
Brand differentiation is CRITICAL in today's ever-commoditizing marketplace. In their book Overthrow, Adam Morgan and Mark Holden identify the 10 different challenger stories. Every brand MUST be a challenger brand for success. Which one are you?
Are you a Challenger Brand? Check out what DirectionGroup's Geraint Holliman has to say about what a Challenger Brand truly means today. Content is based on the best selling book Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan.
Let us know what you think.
What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
An overview of what challenger brands are and what makes them work. Illustrated through extensive examples. How do you become one, what are the steps and strategies that works.
Challenger Brands - strategies to make market leaders sweat John Blaskett
I put this presentation together whilst reading Adam Morgan's book 'Eating the Big Fish' for an AdSchool assessment. In it I give an overview of the 'Eight Credos' of Challenger Brands and provide some examples from both Australia and overseas. Eating the Big Fish is a great book and a must-have resource for any marketer or brand planner.
Brand differentiation is CRITICAL in today's ever-commoditizing marketplace. In their book Overthrow, Adam Morgan and Mark Holden identify the 10 different challenger stories. Every brand MUST be a challenger brand for success. Which one are you?
Are you a Challenger Brand? Check out what DirectionGroup's Geraint Holliman has to say about what a Challenger Brand truly means today. Content is based on the best selling book Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan.
Let us know what you think.
The 8 behaviours that Challenger Brands live and thrive by.
Taken from the book Eating the Big Fish - How Challenger Brands compete with the Market Leader by Adam Morgan.
Read more on The Challenger Project at www.eatbigfish.com
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Learn the 12 brand archetypes and why you need to pick one for your brand. Is your brand a magician, or a lover? An outlaw, or an explorer? Building around an archetype can make your brand more memorable.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
The 8 behaviours that Challenger Brands live and thrive by.
Taken from the book Eating the Big Fish - How Challenger Brands compete with the Market Leader by Adam Morgan.
Read more on The Challenger Project at www.eatbigfish.com
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Learn the 12 brand archetypes and why you need to pick one for your brand. Is your brand a magician, or a lover? An outlaw, or an explorer? Building around an archetype can make your brand more memorable.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
Inspiring a Positive Culture: Become an M.V.P.
Learn how to provide knowledge and ideas and assess awareness, inspiring a more positive culture and encouraging MVP (Mission, Values, Priorities) Champions to attract and retain diversity with women and millennials.
Inspiring a Positive Culture: Become an M.V.P.
To provide knowledge, ideas and assess awareness to inspire a more positive culture encouraging MVP (Mission, Values, Priorities) Champions to attract and retain diversity with women & millennials.
How we pull big corporates out of their comfort zone - by @nickdemey @boardof...Board of Innovation
Pulling big corporations out of their comfort zone is a terrific way to make them innovate like startups. Confronting corporates with unconventional markets is one of the most effective tools to do this.
This collection offers 30 controversial innovation tricks from 6 peculiar industries that we use in our bootcamp sessions.
Go ahead and discover how this weapon works for you :)
The 6 industries covered are:
1. Gaming
2. Toys
3. Fashion
4. Criminals
5. Dating
6. Sports
And the examples to look for innovation inspiration from include: GTA V, Pley.com, Hope Soap, ZowPow, Honestby, Patagonia, Rick Genest, Kanye West, Mudjeans, Heartbleed, Banksy, OKCupid, Tinder, Barkbuddy, CoffeeMe, VictoriaMilan, PartTimeLove, Gym Pact, Run an Empire & The Lean Machine Beer.
Please share more great cases from these industries with us!
How you get your great idea to your audience or customer totally defines what that product becomes. This presentation shows you how to redefine your company and product strategy around the way you grab the attention of your audience.
Inspired by Ken Morse and the MIT Entrepreneurship Center's work in this field.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
Eighth #GROWTHHACKS TO IMPROVE YOUR PROFIT MARGINS IN A RECESSIONStormTheNorm Ventures
Get your business ready for recovery using some of these practical hacks that will not just grow your business but also ensure profitability.
Covid is an inflection point that has reset several norms as we realize that we’re never going to go back to working the way that we did. All industries are at the mercy of an invisible, uncontrollable enemy that has impacted everything from consumer interest to consumption patterns and the ability of the business to cater to this unprecedented change. Your business may have been upended by this disruption too, that has changed the market dynamics overnight.
To stay afloat & remain relevant to your customers & shareholders, it is important to start getting your organisation ready for recovery & make the change your business needs today.
To manage your way through this, here are eight very practical & powerful #hacks to make sure that when the world returns to normalcy, you are there all prepped to ride the wave.
Ten Commandments of Challenger Brands L:
Redefine the Category
Make a Powerful Statement
Assume Thought Leadership
Powerful Symbols & Metaphors
Big Bang News
Sacrifices & Choices
Out Maneuver
High Media Presence
Idea Centered
Mischievous Disruptions
Author: Anisha Motwani
Financial Planning for Youth
A simple, easy to understand guide for youngsters to learn how to manage their money and create wealth.
This presentation sheds light on the factors that are critical to a healthy financial management over one's lifetime. It will further take you through the fundamentals of planning - be it investment planning, risk management, tax and contingency planning or planning for your retirement.
This presentation takes a look at the key forces that are leading to commoditization of brands. Various factors ranging from economic to consumer are at play. A lot of times, this commoditization is also the organizations and brands own doing. We then look at the ways in which brands can prevent this from happening and retain their diferentiation in today's hyper-competitive world.
Brand life cycle is undergoing a drastic change, since brands are faced with interesting paradoxes. Products are lasting longer and the time in which they are being outmoded is growing shorter. Thus brands are wanting to capitalize on the initial bang which leads to faster fatigue & obsoleteness. To negate this, it is important that we revitalize brands through revolutionary changes, not evolutionary changes. Is your brand ready for a Spa treatment?
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
5. Author: Anisha MotwaniAuthor: Anisha Motwani
Challenger Brand - Definition
_Challenger vb.
_1. To invite or summon to a contest
_2. To call into question or dispute
_3. To make demands on or stimulate
_4. To lay claim to
_5. To question a statement or fact
6. Author: Anisha Motwani
The third or the fourth or lower ranked brandThe third or the fourth or lower ranked brand
They have a new set of challengesThey have a new set of challenges
They do not want to be in the middleThey do not want to be in the middle
Challenger Brand - Traits
7. Author: Anisha Motwani
Mostly late entrants in the marketMostly late entrants in the market
They face challenges from the leaders
as well as laggards
They face challenges from the leaders
as well as laggards
Strong need for differentiationStrong need for differentiation
Challenger Brand - Traits
9. Author: Anisha Motwani
Challengers take a different stance
Large & stable
Reassure
Conformists
Consumer centric
Paternalistic
Challengers succeed against the leader by questioning their
leadership and strategy
Most talked about
Disruptive
Edgy
Idea centric
Equal Partner
Leaders Challengers
10. Author: Anisha Motwani
What do you need to do to develop a challenger
brand?
Need different approach,
not necessarily break rules
Need different approach,
not necessarily break rules
It isn’t about being proactive for the sake of it,
you need to have a grounded brand idea
It isn’t about being proactive for the sake of it,
you need to have a grounded brand idea
Need to study brands outside this categoryNeed to study brands outside this category
Need to study challengers in those categoriesNeed to study challengers in those categories
11. Author: Anisha Motwani
There are different ways to challenge a leader
Virgin -
challenged BA
with better price
and service
Nitish Kumar –
caste politics to
growth agenda
Mastercard –
brought in
emotional voice in
category against
Visa
Tata Tea–
emotional
appeal through
society concern
Break
rules
Play by
rules
Rational
Emotional
12. Author: Anisha Motwani
International Challenger Brands
1. Pepsi: Taste of new generation vs. Coke
2. Apple: Think Different vs. IBM
3. Burger Make it your way vs. McDonalds
King
4. Dell: Direct to Client vs. IBM
5. Domino’s: Home Delivery vs. Pizza Hut
6. Virgin: Irreverence, vs. British Airways
Entertainment
7. Avis: We try Harder vs. Hertz
8. Beetle Think Small vs. Ford
14. Author: Anisha MotwaniAuthor: Anisha Motwani
Tata Tea – Socially responsible
The brand challenged Brooke Bond. Shifted its positioning from a brand
that wakes people up, to one that ‘awakens’ them – into being aware of
the societal problems surrounding them. It was all about energy and
change in one’s mindset. Moved away from the functional and emotional
benefits of the category.
15. Author: Anisha MotwaniAuthor: Anisha Motwani
Idea – Life imitating advertisements
Challenged Airtel & Vodafone. Communication was a reflection of reality. Breaking away
from the clutter, Idea came up with quirky solutions to real problems. 'What an Idea, Sirji!'
became catchphrase.
16. Author: Anisha MotwaniAuthor: Anisha Motwani
Air Deccan – Making air travel a reality for masses
Challenged Jet and Kingfisher. The airlines was positioned with
aggressive pricing and made air travel popular for masses. Created
a totally new market segment. Segment of those train travellers who
could not afford to fly . It re-positioned air travel from luxury and
aspirational to basic functional necessity.
17. Author: Anisha MotwaniAuthor: Anisha Motwani
Bingo – Clutter breaking differentiated
communication
Challenged Lays . In a competitive and unorganised market structure Bingo combined ‘smart communication’ by
introducing funny ads, launched the packs during the World Cup Cricket tournament and used the company’s
distribution strength to its full capacity.
18. Author: Anisha MotwaniAuthor: Anisha Motwani
Titan – Taking watches beyond its functional use to
fashion accessory
Titan challenged the leader HMT with quartz technology, used their brand
positioning as an accessory and later introduced jewelery watches to
capture the female market.
19. Author: Anisha MotwaniAuthor: Anisha Motwani
Max Life Insurance – Facing challenges
Moved to positive messaging – Fear & responsibility
to optimism & hope. Use of humour in a serious category
Moved to positive messaging – Fear & responsibility
to optimism & hope. Use of humour in a serious category
Disruptive marketing – FMCG’ise the product
(Shiksha +)
Disruptive marketing – FMCG’ise the product
(Shiksha +)
Reach vs. Quality of reach / Quality of adviceReach vs. Quality of reach / Quality of advice
Communication to engagement (igenius, social media)Communication to engagement (igenius, social media)