Shape perception, connect with customers & build loyalty

Your true competition

  There is a lot of focus on the customer persona, the target audience, the avatar. And while this is important, I don't see much attention being paid to the competition. In a world of noise, what gets noticed is the different. And being different depends on a...
The weakest link

The weakest link

In over 20 years of working with brands in a wide range of industries, I have seen the same mistake repeated over and over. It doesn't seem to matter whether it's a multi-national organization with a full brand marketing team or a local entrepreneurial enterprise....

Brand Appreciation

Brand Appreciation

I'm writing this just after American Thanksgiving, and the most thanks I'm giving are of relief from the most relentless Black Friday advertising yet. Every year this insidious gimmick invades our consciousness, now even in those countries with no link whatever to...

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