Bea Stanford is the creator of Inside Twente

Why do you buy particular brands? I will always choose Coke over Pepsi. My friend drinks Grolsch beer and doesn’t even bother with Heineken, Amstel or Corona. We don't think much about these choices. But there are reasons why it happens.

Martin Lindstrom, in his new book Buyology shares the results of a three-year, $7 million study, in which he subjected 2,000 people to functional Magnetic Resonance Imaging (fMRI) scans to explore what, exactly, happens in our brains to make us choose particula… Continue

Inspired by Oprah Winfrey’s monthly column, I have decided to start my own version.
What I know for sure. Here is the April edition:

I recently had the privilege to interview Margreet Heinink, executive assistant for four Grolsch CEOs in succession. She explained to me one of the most va… Continue

Inspired by Oprah Winfrey’s monthly column, I have decided to start my own version …
WHAT I KNOW FOR SURE

Here is the March edition:

Being an expat is not easy; often you don’t speak the local language, the surroundings are unfamiliar and you are missing your support networks. Under these circumstances you will most likely experience a phenomenon known as culture shock.

Culture shock, initiated by the anxiety people feel when they lose familiar surroundings, consists of four stages:… Continue

Brands have many ways of remaining in our memory. There are TV commercials, ads in magazines and newspapers, public billboards, internet based promotional activities and so on. Some brand owners hire brand ambassadors, but others are lucky enough to boast their own brand champion.

Brand champions, as opposed to brand ambassadors, come from inside the organization itself and they are devoted to the brand and its values. Great brand champions live by and embody the brand. You cannot… Continue

Exclusive training with by Dina Zavrski-Makaric, executive coach.

To survive, compete and grow in today’s economic environment, global companies must understand, value and leverage different perspectives and talents. Most impacted by diversity are managers as they increasingly interact with subordinates, peers, business associates, clients and customers representing the many world cultures.

In order to succeed, managers must be able to do business and manage people across cultural borders, inc… Continue