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.
Optimizing In-Store Brand Communications Starts With Packaging
Brand managers typically spend a disproportionate amount of time with their creative agencies in developing TV advertising. As though creating brand preference and purchase intent was the whole ballgame. It’s not. It’s just the start. The brand story we can communicate with TV advertising allows us to link functional and emotional benefits to a compelling …
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Human-Centric Segmentation
Why people do what they do People buy for emotional reasons and then look for rational reasons to explain those emotional decisions. More and more marketers, in B2C or even B2B, are recognizing this primary driver of purchase decisions. They are charging out of the gate to design new market research techniques and segmentation that …
Performance Alignment
Getting things done requires the support and commitment of a lot of people inside and outside the company. It is not enough to tell them what you want to do; you must involve them. The ancient Chinese proverb “Tell them and they will forget. Show them and they will remember. Involve them and they will …
Trade Marketing: Closing the Brand Communication Loop and Closing the Sale In-Store
Previously, I wrote about experiential marketing being a much more effective communication tool to grow brand equity and create purchase intent compared to traditional media. Nowhere does that investment in experiential marketing pays off more than at the point of sale with trade marketing tools. The moment of truth Former Chairman, President, and CEO of …
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Experiential Marketing
As marketers, we talk a lot about the brand experience being the cumulative effect of various brand features and benefits that fit the emotional and functional needs of targeted customer segments. But along the way we get lost in agency briefs and the various communication tools we use to try and explain to the customer …
Competitive Assessment – Finding the Open Opportunity
One of the most intriguing questions in brand strategy development is how we are going to deal with the competition and the impact they may have on our brand’s position with the customer. That’s where competitive assessment comes in. As you analyze competitors, you must be open-minded and think about them from a customer’s perspective. …
Competitive Assessment – Finding the Open Opportunity Read More »
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