Author: Troika
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All Black: The Premiumization of New Zealand
All Black: The Premiumisation of New Zealand – Let’s get the party started. New Zealand is a country that challenges a writer’s ability to describe or depict. It’s equal measures of amazing, beautiful, gentle and awesome with breathtaking landscapes and sweeping vistas. It’s full of inventive, positive and super friendly people. As a place to… Read more
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From Malaysia with Love
From Malaysia with Love Fast-paced, vibrant, aspirational and upwardly mobile…always upwardly mobile. That is the Malaysian entrepreneur today. Malaysia has been on a mission to catch Singapore and the West and they’re using ambition and aspiration to power the drive behind their quest. I’m here in Kuala Lumpur this week and you can feel progress… Read more
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Premiumization…Insight + Brand + Aspirationals = more
Premiumization…Insight + Brand + Aspirationals = more The term ‘premiumization’ was coined sometime in the noughties by the ever creative big booze marketing execs at the likes of Diageo, Pernod Ricard and other notables. In doing so they yanked open a prosperous new door in the massive global alcohol and beverage market. They cleverly redefined… Read more
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Ferrari isn’t sold out of Bunky Brothers Inc.
Ferrari isn’t sold out of Bunky Brothers Inc. And there’s a good reason for that. Positioning your brand is beyond important. It is without a doubt the most critical element of your brand strategy. This is where the rubber meets the road. It’s the payoff for all your hard work. You’ve immersed yourself in your… Read more
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The Circus, Funky Furniture & Wine
The Circus, Funky Furniture & Wine “When a management with a reputation for brilliance tackles a business with a reputation for bad economics, it is the reputation of the business that remains intact.” Warren Buffet Mmmmmmm…think about that for a minute. In a case study given to EOPers (Entrepreneurs, Owners and Presidents) at Harvard Business… Read more
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The Grey Goose Effect…and What an Effect!
The Grey Goose Effect…and What an Effect! Why does Grey Goose Vodka cost $60 a bottle? The Believer: “Grey goose vodka (the only vodka I drink, and number one tasting vodka in the world as voted by consumers) was purpose made for the American market in 1997, and sold as a ‘premium’ product. It… Read more
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Troika on the Brexit vote
Troika on the Brexit vote You could cut the tension with a knife this week in the lead up to the Brexit vote. “Will they or won’t they?” Analysts seesawed back and forth in their predictions. Market disruption is the element in which the best global traders thrive. But Britain’s decision to leave the European… Read more
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Leadership – The Ultimate KPI for Warp Speed
Leadership – The Ultimate KPI for Warp Speed The most progressive management practitioners on the planet unanimously agree: Leadership excellence is absolutely crucial for success. Leadership defines organizations more than any single influence. More importantly, leadership is the ultimate gatekeeper of strategy, performance and profitability. Leadership is a business’ speed limiter. Poor leadership brakes performance… Read more