Catch A Wave: Business Education Trends

Catch A Wave, Choosing The "Best" MBA: Business Education Trends Viewpoint by Andrew Scharf, Head of the WCW Group Right now August is upon us, and there is probably no better place to be than at the beach. "Catch a wave and you are sitting on top of the world." However, after a grueling year, many professionals are beginning to investigate making changes in their professional lives. Perhaps they are inspired by Octopus Paul and the art of forecasting. With job creation low and unemplo...

“Ikigal” & The Talking Brand: Marketing

"Ikigal" & The Talking Brand: Marketing Viewpoint by Shabeena Ahmed, WCW Columnist A blank page is an invitation to connect the random thoughts of one’s mind. A common sense of binding exists amongst all marketers. It comes with the understanding of the terrain. With the awareness of the knowledge of the realities that marketers operate in. It’s almost like a brotherhood. I talk of this brotherhood because I got a call this morning from one of our clients who took a moment to appreciate...

Ray Ban Flying Into The Sun: Lifestyle

Ray Ban Flying Into The Sun: Lifestyle Viewpoint by Andrew Scharf, Head of the WCW Group What is it with the Ray Ban Aviator sunglasses that make this style and fashion icon always top-drawer? Is it the look? It could very well be the "Never Hide" sex appeal and animal magnetism of racing your Ferrari through the Cannes Film festival or on a quick getaway across Monaco from the Formula One to your Riva tied up at Portofino. The glasses have an irresistible charm, which cuts across generati...

Special Report: Compensation & Sales Force Dynamics

Special Report: Compensation & Sales Force Dynamics Viewpoint by James D. Roumeliotis, WCW Columnist Sales compensation is a crucial factor in motivation. It is the sales executive's best strategic tool to drive sales performance and motivate specific selling behaviors. When designing sales compensation plans, one of the most important steps is to identify the appropriate measures on which your sales representatives will be paid. A combination of salary, commission and bonus is usually mos...

The Importance Of Memes: Strategic Marketing & Cultural Understanding

The Importance of "Memes": Strategic Marketing & Cultural Understanding Viewpoint by Shabeena Ahmed, WCW Columnist I have been thinking upon topics that have caught my fancy in the recent past. Sometimes when you least expect ideas, they come like a wave and you need to take a moment to take in all the information and translate those brain waves in to readable, comprehension able format. Call it a strategy to tackle the dynamic, culturally diverse business world of today! I have oft...

Celebrity Advertising: The Price Of Being Famous

Celebrity Advertising: The Price Of Being Famous Viewpoint by Andrew Scharf, Head of the WCW Group It might seem vain, but celebrity advertising works. Both men and women succumb like ninepins. Every one wants to believe that they are Daniel Craig (aka James Bond), George Clooney, Audrey Tautou or Kate Moss. The companies, particularly those involved in luxury and lifestyle tie their bandwagons to celebrities because they are seductive and attractive in terms of style, taste, and life to ...

Be Cool With Kusmi Tea: Luxury

Be Cool With Kusmi Tea: Luxury Viewpoint by Andrew Scharf, Head of the WCW Group Call it a professional disease, but I always never cease to be amazed by luxury branding. Here is a classic case study in action. Take a dead brand founded in 1867 in Saint Petersburg, invent kitschy names for each product such as "Sweet Love" and "Detox" in the line and design colourful bobo packaging and implant the beasts at the right point of sales worldwide. Voila! A new taste sensation sweeping the tea c...

Staking a New Position, 2010 Will Be A Year Of Repositioning: Public Relations

Staking a New Position, 2010 Will Be A Year Of Repositioning: Public Relations by Scott Chaikin, Dix & Eaton, WCW Guest Columnist While a lot of attention has been paid to the "transformation" of public relations, particularly in light of the rapid evolution of digital communication, the view from the trenches is more basic. The PR and marketing operations at most companies have been coping with smaller budgets and staffs for the past year and a half. Meanwhile, demand create...

Ambiance Marketing, A Multi-Sensory Approach: Business Special Report

Ambiance Marketing, A Massive Attack: Business Special Report James Roumeliotis delivers a Business Special Report for WCW inSIGHT: "Ambiance Marketing". His unique approach will help you to better attract and retain clientele Viewpoint by James D. Roumeliotis, WCW Columnist The way things are looking, what you need is a massive attack. Ambiance is key. The dictionary conveys to us that “ambiance” is "the character and feeling of a place.“ A place which wants to attract the most disc...

Effective Steps To Maximise Facebook: Social Networking Special Report

Effective Steps To Maximise Facebook: Social Networking Special Report Jorrian Gelink delivers a Special Report to WCW inSiGHT on how to maximise social networking by harnessing the increasing influence of Facebook for corporations Viewpoint by Jorrian Gelink, Managment Architect, WCW Columnist The social media trend has been climbing upwards since the launch of Facebook, Twitter and LinkedIn. Facebook ranks as the second most visited web site in the United States behind Google. Twi...