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.
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 …
Exponential Positioning – Solving For X
People in the real estate business will tell you that the three most important factors to consider are:
Location.
Location.
And location.
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Likewise, the three most important factors in marketing a brand are?
Anticipation In Marketing – “Winning Without Fighting”
Wayne Gretzky, one of the greatest hockey players of all time once said: “I skate to where the puck is going to be, not to where it has been.” How can we translate these words into today’s marketing context? It is certainly important to anticipate consumer needs, especially in dynamic markets like Turkey, Russia, and Eastern Europe …
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