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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How to Turn a Thank You into Higher Sales, and More: Roger’s Picks

Here’s some of the interesting stuff we’ve gathered during another 7 days… add your own find in a comment!

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Do You Know Who Your Customers Are?

Do you really know who your customers are? Do you take a 30,000-foot view or a more granular, zoomed-in view in understanding and describing them?

I did several workshops this week on personas and journey mapping. The two are intimately intermingled, and that's an important point to remember.

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Managing for Disruption

Tradition embraces stability. Time honored principles get that way because they have strong track records of success. The tried and true, extrapolated into the future, often looks like a sure thing, while deviating from historical norms can look downright foolish.

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InfluNonsence

In the never-ending quest to understand how consumers make purchase decisions, and what influences their decisions….

No, wait. That’s not right. Let me start again.

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Brand Book Bites: Absolute Value

The book:  Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information – a provocative read about the new context of marketing today

The brains:  Emanuel Rosen (author of The Anatomy of Buzz) and Itamar Simonson (a marketing professor at Stanford University’s Graduate School of Business) – a strong combination of a marketing practitioner and a academic researcher

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