Marketing & Strategy Innovation blog

Put People in the Center of Word-of-mouth Marketing

Word of mouth marketing (WOM) may be the most effective marketing out there today, given the wide availability and accessibility of people’s opinions coupled with the continuing public distrust of company sales pitches. But WOM doesn’t just happen – nor does conventional marketing wisdom apply. WOM marketing is unlike any other kind of marketing out there and poses unique requirements as well as capabilities.

Continue Reading

How To Cause Customer Centricity by Shaping the Work Context (Part 1 of 3)

The Challenge

Imagine that you are the CEO of InterLodge. You face a big problem: your share price has been falling for some time. You need to do something to deal with the issues of high costs and low profitability. You find that the occupancy rate and the average price point per room are too low. And the surveys suggest that Interlodge’s customer satisfaction levels are well below where they should be.

Continue Reading

Why Some Content Marketers Succeed When Others Fail

1989 was a revolutionary year. From Berlin, Warsaw and Prague to Tiananmen Square and South Africa, the world order was completely overturned. Yet probably the most consequential event happened in a quiet lab in Lausanne, Switzerland.

Continue Reading

We Heart Banks

“Happy days are here again
The skies above are clear again
So let’s sing a song of cheer again
Happy days are here again.”
–Barbra Streisand

Continue Reading

Starbucks Name-Botching, 10 Conversion Psych Resources, More… Roger’s Picks

Here’s the most interesting content we found this week, followed by my own content here, at Forbes.com, and at The Brainfluence Podcast.

Continue Reading

How To Advance Your Own Movement

Great brands don’t follow – they lead. That’s why they tend to ignore existing trends and advance their own cultural movements instead.

Continue Reading

Two Words That Change How People Think of You

Almost certainly, there are two words that have been drilled into you as important since the day you started talking.

Now, research shows these words have surprising power over how others perceive you.

Continue Reading

The Best Kept Secrets of Breakthrough. Everyone Should Start Practicing Them

Everyone is looking for a breakthrough. The massive shift in generation differences in consumer behavior and rapid technological shift are causing many companies to fail.... and it will happen fast. Companies that are stuck in their old mental model cannot breakout for many reasons. It is usually a combination of all that causes them to be irrelevant. It includes leadership’s blind sight, organization legacies and lack of foresights and the list goes on and on...


Continue Reading

How Your Mission Drives Your Strategy

Southwest Airlines is an unusual company. In an industry notorious for losing money, it has achieved over forty consecutive years of profitability. No one else comes close to matching that record. It makes you wonder why everybody doesn’t just copy their model.

Continue Reading