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

Innovator – Disruptor – Enabler

Stefan is a disruptive influence. As co-founder of Futurelab, he encourages businesses to shake up their marketplace through meaningful innovation in customer experience. 

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Alain Thys

Storyteller – Simplifier – Strategist

Alain likes it best when the right thing to do is also a nice thing to do. That’s why he’s on a mission to make the world a more customer-friendly place. Not just because it’s nice, but because he has learned that customer-centricity is 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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Design Is Eating The World

Henry Ford famously said that his customers could a car painted in any color so long as it was black. Many people misunderstand that quote. It wasn’t that he didn’t care about his customers needs, but that manufacturing efficiency trumped style.

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Serious Games for Medical Assisting Instructors and Students

Practice, the line of 3D, multiplayer Serious Games developed by Muzzy Lane Software for McGraw-Hill Education, which already includes Practice OperationsPractice Marketing, Government in Action, and Practice Spanish: Study Abroad, is about to get a new addition: Practice Medical Assisting.

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Manipulation vs. Customer Focus, Dilbert-style

One of the post-speech questions I’m often asked is whether employing my neuromarketing strategies is “manipulative” and/or unethical. This weekend’s Dilbert strip by Scott Adams highlights the divide between manipulation and customer focus:

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The Magnum Opus on US Housing for Older People - Lessons for Europe

Want to know how older people are shaping the US housing market? It is your lucky day. Go no further than this link and you have enough reading a viewing to take up the rest of your weekend.

That said, when I delved into the report to see what it had to say about adapting housing to the cognitive, sensory and physical issues of ageing I found it a tad on the thin side.

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Trust Isn't About Keeping Score

How is low trust impacting your organization? Your business results? 

I've written about trust at least a dozen times in the past. In response to my recent post, A Culture of Distrust, Richard Fagerlin reached out to me about his book Trustology: The Art and Science of Leading High-Trust Teams. He wanted to get my thoughts on his stance on trust.

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