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.
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 …
Stakeholder Segmentation and Targeting
The core of brand management is understanding customers and uncovering insights that allow you to position your brand successfully. A strong understanding of your stakeholders and the resulting insight into their needs is also at the core of stakeholder management. As marketers, you know that unless you fully understand your target customers, it is unlikely, …
How Stakeholders Management Can Help or Hinder the Delivery of Your Brand Promise
The New View of Marketing Our view of marketing is expanding. We’re moving from narrowly defined brand management focused almost exclusively on the relationship between the brand with the goal of benefiting our shareholders, to a broadly defined stakeholder management designed to increase brand value by adding value beyond the brand and customer relationship to …
How Stakeholders Management Can Help or Hinder the Delivery of Your Brand Promise Read More »
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