HUMAN-
CENTRIC
INSIGHTS
Uncovering consumers need states and tension points to go beyond customer experience.
Have a look at our latest human-centric insights to understand our approach and our strategical vision about trends, implementations, and overall marketing practices.
How Well Do You REALLY Understand Brand Positioning?
People in the real estate business will tell you that there are three important factors to consider when buying a property. Location. Location. Location. Likewise, there are three important factors to consider when marketing a brand. Positioning. Positioning. Positioning. This won’t come as surprise to many of you as marketers. But we say the phrase brand …
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Maximizing Special Events and Sponsorships
Events and Sponsorships – Leveraging the Brand Strategy This is where you can have a lot of fun in integrated marketing communication. The brand strategy you want to leverage with events and sponsorships is associative imagery. It literally elevates brand communication from a message to an experience. What you are trying to do with associative …
Human-Centric Marketing for SMEs and Startups
“I don’t have the time or the money for marketing, I need to focus on running my business.” This is probably one of the most common complaints about marketing in the startup and small and medium enterprise (SME) world. Although different in their concepts and context, these two worlds face similar challenges, from finding the …
Marketing in a Post-Crisis World
Post-Crisis and Brand Pivot In the past, we addressed the need to do a brand pivot during the lockdown (and now during the beginning of a Post-crisis life) because customer attitudes are altering significantly. A brand pivot doesn’t mean a complete repositioning but, as is the case with a multifaceted brand, you can simply adjust …
Choosing the Right Corporate Responsibility (CSR) Path for My Business
The importance of CSR Corporate Social Responsibility (CSR) is no longer a nice to have addition to our overall business plan; it has now become a must have. Mankind’s impact on global weather is no longer a debatable topic, it’s a fact. You know it. Your employees know it. Your suppliers know it. And, most …
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Brand Positioning to Stakeholders
Creating a brand positioning targeting different stakeholders is not so different from how and why you build a brand positioning targeting consumers. The fundamental point is that if you want someone to take action, you must make it meaningful and worthwhile for them to do so. If you want a supplier to work closely with …
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