What do we know about sustainability and sustainable brand?
In today’s branding world, we hear more about sustainable brands every day. Sustainable branding is a new model in strategic brand management that, along with maximizing profit and growth, pursues basic economic, social and environmental goals. Brand sustainability is not only about working on the “visible effects of harm” or “social responsibility”. Rather, looking at […]
Shahrazad Esfarjani’s interview with the vice president of skin care department of Niva brand
I stayed at an Ayurveda healing retreat in Sri Lanka for two weeks. A nice German lady who was alone like me suggested that we share our tables on the first day. He was talking about his freedom and his retirement celebration after thirty years of service. He even showed me the last day’s cake […]
Why do so many good ideas fail?
Lack of transparency Examining startups that have failed, as well as the experience of conducting business storytelling courses, show us that one of the most important reasons for many ideas not coming to fruition is the lack of clarity in the ideation stage. Experience has shown that most people who come up with a new […]
Kathmandu travelogue
This was the second time I came to Kathmandu, the first time was two years after the assassination of the royal family in their palace. There were still checkpoints in the city. For the first time, I stayed at the Hyatt Hotel in Kathmandu out of fear (in 1984). I stayed there for three days […]
Apple
Maybe you also have a question, where did the storytelling of brands start? Where did it come to my mind? I’ll start the answer with this: My first life experiences were in the field of graphics, images and visuals, and I thought I should always look for visual solutions, but when I started working on […]
Four (b) marketing
Four (b) marketing The following article was written under the title: (Four Pillars of Modern Marketing Today) which leads to building the foundations of the brand. IntroductionIn the old world, everything that was produced could be sold. But today, the world is facing a surplus of production and a shortage of purchases. So, the necessary […]
There is a word that hits the heart and there is a word that hits the mud
Findings about history, religions, cultures and rituals show that wherever humans have existed, a tool called language or communication has flowed between them in some way, and wherever language has flowed, there has also been a story. In fact, human beings have used this tool to convey what they understood from nature or from their […]
There is a light at the end of the tunnel!
We have had no positive news for the past few weeks and I don’t think any good news is coming.So I decided to look for light and positive news for small and medium business owners. It took a few weeks for us to get used to the new way of working, but now that some […]
Can you believe that even today millions of people love the goddess of victory?
The #Nike brand was able to replace writing with a sign by spending time, tact, concentration and a lot of money.A sign or symbol that has movement in itself and behind the meaning says: just_do_it# #nike But in fact, this symbol is borrowed from the name of a mythological goddess in Greece. Can you believe […]
The first step in creating a business narrative
Maybe you are one of the people who, despite having enough expertise and experience to present a new product, service or idea to the market, you still haven’t come to believe that you can be the “creator” of your unique narrative. Experience has shown us that prejudices such as: “I’m not good enough” or “My […]