The Power Of The Super Consumer
July 7, 20082 min
I was working last week with the marketing directors of a multinational biotechnology company. It manufactures a device that alleviates the symptoms of a commonly occurring affliction.
NEW THINKING
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Customer Insight - Page 8 of 9 - Branding Strategy Insider
Brands that tap into people’s deepest desires make strong lasting connections with those people. Deep desires most often come from a feeling of lack but can also result from seeking a place of safety, peace or comfort. Customer insights are gained on a deeply emotional level.
The Power Of Breaking Consumer Compromise
July 3, 20082 min
I believe “breaking consumer compromises” is one of the most powerful concepts in business today. Introduced by George Stalk, Jr., David K. Pecaut, and Benjamin Burnett in a Harvard Business Review article in late 1996, it states that the best way to create breakaway business growth is to identify all the ways in which a business has made compromises with the consumer and then break them all so that that consumer gets exactly what he...
The Future Of Consumer Behavior
May 6, 20085 min
A typical 21-year-old has played 5,000 hours of computer games, exchanged 25,000 emails, SMSs and chat messages, has used a cellphone some 10,000 times and spent 3,500 hours online. Surprised? Well that’s your future consumer.
Clarity: Marketing’s New Task
December 8, 20073 min
Two score and a few years ago, my late grandfather ventured from his small farmhouse in Colfax, Louisiana to my family’s home just south of Boston.
The Good News For Despised Brands
December 6, 20073 min
Well, it’s official: Ryanair is the world’s most-disliked airline. Online travel guide TripAdvisor polled 4000 of its members and the Irish discount carrier was singled out as the one they like the least.