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.
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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From Brand Management to Stakeholder Management
When Darwin talked about “natural selection”, giving rise to Herbert Spencer’s coinage of the term “survival of the fittest”, he wasn’t saying that it’s the strongest who thrive over time, but those who are most adaptable. A crisis, or a major event that changes the natural order of things, is the test that determines adaptability. …
Going Local
What Service Businesses Can Learn from Tourism As we start to bounce back after COVID, we are happy to see customers returning to our stores, restaurants, businesses, and tourist attractions that provide so much revenue to local towns and cities. As these customers come back, we are eager to welcome them and most of us are …
Aligning Global and Local Brand Values and Attitudes
In 2011, Solen established a brand strategy for their Biscolata brand that was highly controversial for some segments of Turkish society but loved by the primary consumers of the brands – a progressive segment of consumers called Young White Turks who are modern and well educated. Solen CEO Elif Coban, a long-time proponent of women’s …
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Core Creative Idea
As marketers, we know that one of the toughest challenges we face is how to develop creative advertising that captures the customer’s attention in a very cluttered environment in a way that also delivers the key messaging from our brand strategy building preference for our brand and purchase intent. It’s easy to get lost in …
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