No matter how “in” a tool is or how spread its usage, never start your communication plan with the tool but with your brand’s needs.

The month of slow projects and overpriced vacations. Which is not necessarily a bad thing. Sometimes when the pace is slowing down, we get a chance to think harder.

Are we in a recession or just waiting for a recession to happen? It’s not so clear, yet. What is clear is that a lot of companies have switched to the “recession MO”. Despite all studies of past recessions indicating that cost cuts are "today's equivalent of bleeding" (HBR), which, although it was thought a method of healing medieval patients, only reduced their power to fight the disease, most of the companies do exactly this: cutting everywhere, operational, R&D, and marketing.

About 4 years into our Perception Engineering adventure, we’ve seen what it takes to grow a beautiful tech product into a strong brand.

Why does managing perception matter? Because it’s half of your success mix, next to your product or service. How your audience perceives can make or break your brand. Find out more from Mirela’s article below.

The best product is not always the most successful product.

The product that is perceived to be the best is the most successful.

Despite consistent evidence showing that across industries, the focus of most tech startup founders is building the best product.

An #opinionpiece by Mirela Hincu Angelescu, always on the look to reconcile two different parts of advertising.