AS IMAGINARY VALUES DESTROY BRAND REPUTATION
When company messages and actions diverge, loyal customers notice this and act. The founder of Sharaevsky.Marketing, an expert on strategic marketing, Andrei Sharaevsky shared the stories of two clothing brands…

Continue reading →

“DO NOT OPEN A STORE, IF YOU ARE NOT ABLE TO SMILE ”
Engaging in service marketing is harder than it sounds. The problem is that you do not see what you are selling. You promise that you will provide good service, but…

Continue reading →

“MAKE SURE YOUR CONSULTANT IS NOT A PERSON OF ONE METHOD”
At a time when everyone is “an expert in himself, an opinion leader and a superblogger,” it’s hard to find a real specialist who will advise your business. We asked…

Continue reading →

labor camps

AS IMAGINARY VALUES DESTROY BRAND REPUTATION

When company messages and actions diverge, loyal customers notice this and act.

The founder of Sharaevsky.Marketing, an expert on strategic marketing, Andrei Sharaevsky shared the stories of two clothing brands that fell into scandal due to their inconsistency.

With the consent of the author, we publish cases.

Most brands transfer production to low-wage countries to optimize costs. For example, many people sew products in China, Cambodia or the Philippines.

It’s okay to cut staff costs. The global economy gives such a chance to large corporations. The paradox is that most brands do this, and only some have reputation problems. Continue reading

“IF YOU PLAN TO LAUNCH A BUSINESS IN ANOTHER COUNTRY, LIVE THERE FOR 6 MONTHS”
It is difficult to open a business in a new country, and even more difficult if this is your first business. Inna Yarovaya worked as a business development director at…

...

HOW TO TAKE FEAR BEFORE LAUNCHING YOUR BUSINESS
The French edition of the journal Psychologies calculated: every second employee wants to change jobs. Maybe you dream of change or even your own business, but do not dare because…

...

HOW TO BUILD A BUSINESS WITHOUT OFFICE: CASE OF GAGARIN STUDIO DESIGN STUDIO
Business in a remote format helps to scale faster, invest more in weak spots, create favorable conditions for customers and a special corporate culture. How - on the example of…

...

HOW BUSINESS THINKING HELPS IN LIFE
You have probably heard about the “rule of 10 thousand hours” - this is exactly what you need to become a professional in your field. How to form business thinking…

...