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.
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. …
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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 …
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