Audience-orientation? So, what about ‘creator brands’, and how are they being built? I’d suggest that the creators are actually using a third model: audience-orientation. This model favoured by ...

The svt Group, a leading provider of passive fire protection solutions, is restructuring its international brand architecture ...

Coca-Cola is another company that is famous for its market orientation. Considerable research goes into identifying new flavors that consumers will actually like, such as wild strawberry and lime.

Creators are pioneering a new way of brand-building: Audience-orientation. Marketers are often taught there are two ways to orient your business: product and market. But creator-backed brands like ...