The need for businesses to live the brand has become something of a mantra for marketers, and for good reason. In a world where brands are increasingly defined by customer experience, a brand needs to feel coherent whenever a customer encounters it.
Read MoreWord of mouth has traditionally been underutilized by marketers.
Its importance has always been apparent. Every piece of research I’ve ever done has had recommendation from friends or family as the first or second source of new customers.
Read MoreBrands need to focus more on acquiring new customers in order to grow. It’s advice that has become increasingly widespread.
The ball started rolling with the publication of How Brands Grow by Byron Sharp in 2010.
Read MoreI’ve always believed that the purpose of marketing is to create enough value for customers to earn a place in their lives.
Yet I’ve been struck by the gulf between the concerns of the marketing industry and those of customers over the last twelve months.
Read MoreI've always been a fan of Customer Lifetime Value. By putting a financial value on customer relationships, it makes it easier to convince businesses to look after existing customers.
But I still find it has more to offer than most businesses realize.
Read MoreHow often have you heard the mantra consistency is the key to successful branding? It's been taught as a fundamental branding principle throughout my career.
Yet growing up in retail marketing, this was not my experience.
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