How the Brand Utility Makes Marketing Truly Customer-Centric

Customer-centric marketing is like wet water, it’s a pleonasm. The nature of marketing is about responding to a customer’s need. Without it, there would be no marketing.

Still, walk through a shopping street, go to a website, visit Facebook or watch TV and you’re likely to be interrupted by marketing promotions. Promotions you don’t want and don’t need. Marketing doesn’t feel customer-centric at all.

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New Futurelab Representations in Barcelona and Valencia

We're proud to announce that from now on Futurelab is officially present in the Spanish cities of Barcelona and Valencia in the persona of David Costa and Juan Alegre.

Both gentlemen will act as Futurelab Customer Strategists in the Spanish market. In doing so, they will enrich Futurelab's propriety approach to customer-centricity, with their own, extensive experience in the field.

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Stefan Kolle

Stefan Kolle is a C-level consiglieri  with a passion for innovation and looking at things differently.  Striving for a world without the need for advertising, he helps companies ensure their customers and employees are so satisfied, motivated, enabled and empowered that they act as advocates for the brand. 

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Alain Thys

Alain Thys is on a mission to make the world a more customer-friendly place. Not just because this is a nice thing to do, but because he has learned that customer-centricity is probably the most profitable strategy any business can pursue. 

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Services

As an advisory boutique we have to freedom to provide you with a slightly different type of consultancy experience.   As such our services come in three flavours:

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Why Atoms Are the New Bits

Has digital technology really made us better off? While there are lots of impressive gadgets, the impact on our actual well-being has been surprisingly mild. In fact, by many measures, we’ve become worse off since personal computing took hold.

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Is Experience Blindness the Default State of the Business World?

Is the default condition of showing-up and operating in the business world that of experience blindness? Is the reason that so little progress has been made by so many on customer experience due to this experience blindness? Is experience blindness the cause behind so many workplaces having the same feel as hospitals?

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A Nice Compact Video About Ageing and the Global Differences

This is a well made short video you might want to use at presentations. Well made and makes some good points.

The BBC made this video based on the research by Pew. I wrote about the report a few days back. 

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Mercedes Is Driving Dangerously, Chasing Customers

Brazen.” “Provocative.” “Exuberant.” What automotive brand comes to mind when you hear those words? BMW? Audi? Maybe even Porsche?

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No One Really Cares About Your Great Idea

I stumbled over a great Q&A over at Quora. Someone asked about what to do with their great ideas and inventions so that they won’t get cheated. I’ve decided to reproduce the question here and the answer by Jimmy Wales, founder of Wikipedia, as I often get asked the same question but in many different ways.

The question:

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