Insights

Real growth starts with real people. That was the underlying theme at our annual Comprend day held in Stockholm at the end of last month. It was a timely reminder that although we live in a world where data and technology are reshaping everything, and growth is often measured in numbers – the true, lasting drivers of brand growth are people.

Did you know that people are three times more likely to trust content shared by an employee than that shared by a company CEO? And that the click-through rate on LinkedIn is two times higher for content shared by an employee than for content shared by the company itself? That’s why employee advocacy should always play an integral part in businesses’ strategies for building brand awareness and trust with target audiences.

An Employee Value Proposition (EVP) is a critical tool for attracting, engaging, and retaining top talent in today’s competitive job market. Companies must clearly articulate what employees stand to gain in return for their commitment to work for you. A well-defined EVP can distinguish your company as an employer of choice, fostering loyalty and driving long-term success. But how can you create an impactful EVP?

Working with marketing it is sometimes easy to overlook pricing as a key element in the marketing mix. Considering the fact that, according to ”The power of pricing” by McKinsey,  a 1% increase in price statistically bumps profit by a whopping 8%, we need to rethink.

Every day, we’re bombarded with bleak headlines about companies facing financial struggles and the economy’s downturn. It’s easy to feel discouraged and want to pull back on marketing activities. However, this is the perfect time to seize opportunities and gain market share. In this blog post, we’ll show you why you should view this downturn as a chance to accelerate growth and provide you with a recipe for success during the upcoming recovery phase.

In this year's Web Management survey we noticed that corporate communication professionals struggle with creating a unified brand experience across digital channels whilst also producing engaging content that resonates with their audience. They are also worried that they won't be able to keep up with the fast-developing technological landscape.

”Planer är värdelösa men planering är ovärderligt” lär Winston Churchill ha sagt. Det tankesättet genomsyrar hela den här boken. Även om den marknadsplan som är resultatet av din planering blir inaktuell redan efter en vecka, har du ändå gjort ett gediget planeringsarbete och har koll på alla bakomliggande faktorer. Du är helt enkelt bättre förberedd än andra när t.ex. den digitala utvecklingen förändrar förutsättningarna.

Ann Hellenius was one of the keynote speakers at Comprend's "Sustainable Digital Transformation" event in November. She shared her experiences and knowledge and talked about how digital transformation affects the role of leadership and the overall organisation.