Marketing & Strategy Innovation blog

15 Brand Trends for 2015

Another year almost gone, and it's time to start sharing trends and predictions for 2015!
 
Last year, I shared Brand Keys' Robert Passikoff's 14 Brand Trends for 2014. This year, Robert again put together his proposed trends for the upcoming year. He again shared his thoughts on the numerology, as well, this time, obviously focusing on 15: In numerology 15 is the combination of the number 1 (representing leadership and forward movement) and the number 5 (numeric for business and finance), thus 15 becomes the fusion of leadership and forward momentum for brands and marketers.

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Why It Doesn’t Matter If Consumers Are Willing To Pay For Content

It doesn’t seem so long ago that the best way to get instant access to content was to stop by a newsstand and handover a few dollars for the publication of your choice.  You could also fill out a little card and receive a subscription for a discounted price.  Either way, you paid for the privilege.

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Riding the "Buy-Cycle"

For many individuals and businesses the challenge of learning to “Ride the Buy-Cycle” is an ongoing battle of uncoordinated and often misguided baffle.

I use the analogy of "Riding the Buy-Cycle" to point out that its often not the Buying Cycle itself that should be the focus, it’s the way we choose to ride it that matters.

Many seem to determine that where they play in the buying cycle is a matter of market conditions, rather than strategic choice. For instance, many categories are becoming commoditised today, and marketers feel “stuck”, riding the waves of market forces, powerless to consciously and deliberately shift their place or role in the buying cycle.

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Brand Experience Brief: Targetexpress

TargetExpress, the new smaller retail concept from the folks at Target, is intended to offer “an assortment that is locally relevant to meet urban guests’ quick trip wants and needs at an everyday value.” Check out this video audit and analysis to see how it delivers on that mission.

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The Come Back of Hardware. And Software Is Becoming a Commodity

The world is suddenly obsessed with smart technologies and this time around it seems unstoppable. Our everyday electrical and mechanical industrial object will now be occupied and ran by software and connected to the cloud. It also means each object (as small as some smoke detectors and as large as automobiles) will now be equipped with tons of sensors and can adapt to different environment and individual needs.

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What Is Fairness?

What is “fairness”? And what happens when technology decides?

Fairness is one of those values that Americans love to espouse. It’s just as beloved in technical circles, where it’s often introduced as one of the things that “neutral” computers do best. We collectively perceive ourselves and our systems to be fair and push against any assertion that our practices are unfair. But what do we even mean by fairness in the first place?

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18 Reasons to Map Customer Journeys

Have you started journey mapping yet? Or are you still wondering why it's an important tool to have in your customer experience management toolbox?

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Cialdini’s Latest Persuasion Secrets, More – Roger’s Picks

It’s been a big week for new content in that overlap area between psychology, neuroscience, and marketing we call neuromarketing. Be sure to check out the Robert Cialdini interview and book review, and the fascinating advice from “Dr. Love,” neurochemistry expert Paul Zak!

My Stuff

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Why Global Brands Find It So Difficult To Respond to Their Ageing Customers

I have been in the ageing business for at least a decade - probably a bit longer. During that time I have seen a lot of changes to the way companies respond to growing number of older customers BUT I have seen the same old mistakes made time and time and time again.

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Can Human-Centred Leadership Provide an Access to Love and Profit?

The Human Something That Makes All The Difference In Human Relationships 

“I remember how one day a foreman secretly gave me a piece of bread which I knew he must have saved from his breakfast ration. It was far more than a small piece of bread which moved me to tears at the time. It was the “human” something which this man gave me – the word and the look which accompanied the gift.

—Viktor Frankl, Man’s Search for Meaning

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