Marketing modernization is allowing brands to connect with customers with more agility and scale than ever before. But to what end? With all this power and capability – from machine learning and data-driven decision-making, to personalized content experiences – marketers have had to rethink their engagement approach. They can no longer blast message after message into the …

Research shows that consumers are willing to pay a ‘simplicity premium’ for products and services, like cars, cell phones, and travel and fitness offerings that make life easier while delivering premium performance. Yet, the majority of products, services, and messages consumers get from business, health and financial services, and the government tend to have the opposite effect – …

Roger Federer is a hero in the world of tennis and is now unarguably the greatest Wimbledon champion of all time. He prevailed again this year with a characteristic and unparalleled mix of artistry, power, focus, and agility. While Federer’s achievements remain largely confined to the sports pages, there’s much to be learnt from him …

Noisy, ugly, and dirty. Advertising has polluted cities, annoyed consumers and jeopardised its own existence. Beyond a mass-media cacophony, brand communications’ significant carbon footprint and runaway consumption are certainly contributing to what economists labelled as market failure. But contrary to Jerry Seinfeld’s 2014 infamous line at the Clio awards calling out the advertising sector to …

Technology marketing used to be so easy. But there have been seismic shifts in the B2B marketing landscape, causing turmoil in our go-to channels. One bright spot; however, has been the emergence of influencer marketing. Influencers have undoubtedly become a mainstream channel for consumer-facing brands, but how does it impact those of us in B2B …

You’ve heard it all before. “The customer is best. The customer comes first. The customer is always right.” So how do you get your business in the customer-centric mindset? You need to establish a goal of providing a positive experience before, during, and after the sale in the hopes of earning repeat business and referrals. …

If all you have is a hammer, everything looks like a nail. You’re probably familiar with this paraphrase of The Law of the Instrument, a common adage whose simplicity conceals the complex relationship at its core. In fact, there is an intricate dance among a problem, its solution, and the tools available to those trying …

Changing a look and feel of a brand is one thing. Fundamentally changing an organization though brand is something else altogether. It requires a deep commitment and a disciplined process, and the ability to listen – to stakeholders, to customers, to competitors, to history. The result of these efforts becomes wildly worth the effort when …

You’re a grocery store owner, and you have four customers in the checkout line. That’s the good news. The bad news is that they won’t go away. Thought The first customer walks in with a purpose and heads straight for the pasta aisle. She just got off work and she’s got a flight to catch …

Customer experience is a top priority for executives – 89% of companies expect to compete mostly on the basis of customer experience, and by the year 2020 customer experience will overtake price and product as the key brand differentiator. And yet, many organizations don’t have a clear strategy for how to create a cohesive, robust …