Marketing Strategy

Pursuing strategic growth through the Ansoff Matrix

One of the basic objectives of most companies is to consistently pursue profitable growth and increase market share. However, many businesses, irrespective of size can be stuck in a rut about how to proceed. There are various models that offer strategic alternatives for an organization’s growth trajectory. One of these basic models is the Ansoff …

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Understanding brand personality – A case study of Ghana’s Citi FM

One of the least discussed branding topics is that of brand personality because, there’s usually a confusion regarding what it really means and its relevance. One of the reasons that account for this in my opinion is that, most brands do not exhibit strong personalities or do not project their personality but are rather fixated …

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