Principles and examples of logical management in marketing & business (ENGL/NL mix)

In a previous contribution, I already talked about the important interplay between business model and brand architecture decisions (based on an academic article I wrote in 2021). The relevance of this interplay was illustrated in the previous blog contribution with Colruyt's recent Move and Save initiative. In this contribution I give another...

The interplay between brand and business model architecture decisions has become more relevant than ever before, something I have already written about in 2021 (see article Logman, 2021).

Many companies/brands are moving from traditional to more dynamic marketing planning in trying to balance stability with agility (Theoharakis et al., 2024). The focus is no longer on a static document, but on the planning process or (sub)processes of some of the marketing planning decisions that makes the marketing plan much more dynamic (Hanlon).

"Analogy" is a useful logical tool. It is a comparison or correspondence between two things. In business strategy, analogies are for instance used to compare your company with another one, often a successful one in its industry (Carroll & Sørensen, 2024; Levitt, 2025). The objective is to identify the elements, or premises, that both companies have...

A common practice is to present consumers with multiple options that offer different levels of quality and price. Sometimes a "decoy" option (even almost never sold) is included, whose sole purpose is to give customers an incentive to buy the alternative that is most lucrative for the company. For example, an extreme option (better than best) is...

De 5W1H methode bestaat al "zeer" lang, maar is nog steeds enorm bruikbaar, ook bij het analyseren van gebruikscontexten van consumenten. Het laat toe om vanuit de Wie-, Wat-, Waar-, Wanneer-, Waarom- en Hoe-vraag, inzicht te krijgen in die gebruikscontexten, maar vooral ruimte te zoeken voor verbeteringen.