How Keesmaat could have developed her brand — and support at the polls
There are two ways new challenger brands can grow. They can either steal customers from established brands or they can grow the market by recruiting new buyers. When it comes to electing a new challenger candidate, the same strategies apply. The Jennifer Keesmaat campaign failed at both.
Strong winds that drive Turkey forward
[TURKISH AIRLINES IN FLIGHT MAGAZINE]
Over the past decade, many airlines have struggled to take off. Faced with rising costs for fuel, labor and maintenance, downward pressure on prices and fluctuating consumer demand – few have been able to create sustainable growth, let alone generate profits that cover the cost of capital.