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Content marketing? Danish companies could lead the way.

Content marketing is about engaging your target audience with useful information that that helps them solve a problem or become better informed. It is not an exercise in directly promoting your products or services. Instead it involves encouraging and building dialog with interested parties, which can help position you as a trusted advisor and a credible, knowledgeable supplier who understands their industry and needs. Continue reading

Were Dupont and Danisco right all along?

We’re fascinated by the idea that, for many knowledge-intensive companies, the change in the way B2B buyers evaluate solutions and brands opens up an opportunity to marry the company’s brand much closer to its essential DNA. An example may serve to clarify the point: that of Danisco A/S, a large Danish-based manufacturer of food ingredients that was recently acquired by Dupont, Inc. and now is part of of Dupont Danisco Nutrition & Health.

According to Danisco’s management—and confirmed by a 2011 customer survey—one of the key reasons behind the company’s successful track record of growth and profitability over the years has been Continue reading