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.
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 …
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Stakeholder Destination Planning: Aligning Stakeholder Value with Brand Value
Most businesses narrowly focus on delivering customer value. That’s a good thing. It’s the shortest route to achieve sales and profit success. The problem with that focus, though, is that your customer is increasingly adopting a broader view of brand value – how you treat your employees, your suppliers’ business practices, the role of your …
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Why Marketing and Sales Should Lead Your CSR Activities
Corporate social responsibility (CSR), typically the purview of the PR department, usually focuses on company reputation and positive press coverage for the company and its CEO being good corporate citizens. Most tend to think about CSR when it is too late, for example after we have made a mistake that has had a negative impact …
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