Brand Portfolio Secrets to Success (The 5 Things You Need to Know)
How do you know when you have too many variants in your brand portfolio? In my opinion, the answer is that it’s when you can’t answer that question! Can you? One of…
The Future of Brand Building is Customer Centricity
Marketing is an old profession. It’s been around for hundreds of years in one form or another. But with the advent of digital in the early 80’s, companies began taking…
How the Best Marketers are getting More Actionable Insights
Marketing often jumps from information to insight, to the frustration of market research. But the best marketers know that closer collaboration and sharing enables greater underst anding and deeper insights.
Today’s Toughest Marketing Challenge is Not Customer Satisfaction!
We all know how extremely demanding consumers have become in recent years. The offers of constant innovation and novelty have made us all more impatient and critical. Today we want…
How to Measure Customer Centricity the Right Way
As a customer first strategist (hopefully just like you), I spend a lot of my time searching how to better measure customer centricity for my clients. I also do a…
The 6 Best Ways to Show you Respect your Customers
More than one year after the introduction of GDPR in Europe and the CCPA in California, I wondered what has changed. And more importantly, I got to thinking about customer…
The Best Ways To Improve Innovation With Better Ideation & Insights
One of the most frequent questions I get asked by my clients is how they can improve their innovation. Whether they are large or small, global or local, they all…
What you need to know about Brand Image, Personality & Archetypes
Your brand is not what you think it is! It is what your customers think it is; its brand image, personality and its value to them. I was lecturing at…
What Customer First Strategies Really Are (And what they’re not!)
Everyone is talking about customer first strategies and why they are important. However walking the talk is a different matter! An interesting article on NewMR by Ray Poynter prompted this…
Is Packaging Part of Product or Promotion? Should it be Both?
Which did you answer subconsciously when you read the title? Do you consider your packaging to be a part of the product, protecting its contents and framing its on-shelf life?…
