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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Cognitive Funnels, Powerful Call-to-Action, More… Roger’s Picks

This reading isn’t required… but you’ll miss out if you don’t read at least a few of our top picks for the week!

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Linking CX Strategy to Corporate Strategy & Brand Values

How do you link your customer experience strategy with your corporate strategy?

As many of you know, earlier this week we celebrated the second annual CX Day, a day to celebrate both customers and the professionals who work tirelessly to improve the customer experience.

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Frameworks for Understanding the Future of Work

Technology is changing work. It’s changing labor. Some imagine radical transformations, both positive and negatives. Words like robots and drones conjure up all sorts of science fiction imagination. But many of the transformations that are underway are far more mundane and, yet, phenomenally disruptive, especially for those who are struggling to figure out their place in this new ecosystem. 

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Peter Thiel’s 4 Rules for Creating a Great Business

In Silicon Valley, the PayPal Mafia reigns supreme. So much so that it is hard to think of any successful technology startup in the last ten years—from Facebookand LinkedIn to YouTube and Yelp—that hasn’t been touched by it in some way.

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The Transformation of Marketing

Descriptions of how marketing is changing usually refer to new digital capabilities and media channels. But a more foundational transformation is also taking place - one that is elevating marketing into a critical, core company capability and shifting the scope of what marketing entails.

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