HUMAN-
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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.
Consumer vs. Shopper – Who is the real target?
In an era where digital is becoming pervasive, online shopping is becoming more and more frequent. Traditional brick-and-mortar retailers are fighting back against the internet’s efficiency and practicality with the proposition of an emotionally engaging shopping experience that is hard to replicate online. At the same time, FMCG manufacturers want to leverage the moment when …
The Trump Brand
What’s Driving Trump’s Amazing Appeal with American Voters? Whether you are for or against Donald Trump becoming President of the United States, it is undeniable that he is redefining what voters in America want from their politicians. As with all marketing, to understand the Trump brand phenomenon we must first understand the consumer – or …
Sponsorships – Do they really work?
Sponsorships: Drowning in a sea of logos How many times have we seen a football game, a Formula One race, a basketball game, or any other sporting activity with sponsorships being just logos floating along the sidelines, on the event poster and website, and as the rather bland background for the post-event press conference? You …
Neuromarketing: Dealing With Nano-Seconds
In the last century, we have seen a clear shift in customer behavior from simply buying different products to shopping. The word shopping, over time, has become more and more important and has increasingly grown into a way to express yourself. If the famous philosopher, Descartes, were still alive, he would have changed his words …
Tension Point: can you feel the … tension?
American comedian Jerry Seinfeld stated that the architecture of humor is all about digging into a tension point and releasing that tension through the punch line – with the resulting laughs. His highly successful TV show featured a group of rather unlikeable characters who were only remarkable in how each was so selfish and petty. …
Human-Centric Marketing
As marketers, we like to believe we are consumer-centric or even human-centric in everything we do, but the reality is that we often get lost in processes, tools, and procedures that are more internally focused on who we are as an organization, what we are doing, and what we want to do rather than externally …
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