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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The Cootie Effect: Touch, Contagion, and Magical Thinking

I’ve written about product contagion – the weird ability of one product to “infect” another with its properties (or its “cooties“) when they touch in a shopping cart – but there’s a related phenomenon that is, if anything, even stranger.

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Brand Experience Brief: Wendys in Dublin Ohio

Wendy’s celebrates its heritage through a unique customer experience at this, the site of the original Wendy’s restaurant. Check out a video audit and analysis of the brand experience.

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Why Is Customer Experience a Journey?

Have you ever wondered why the customer experience is a journey, not a destination?

The best journeys answer questions that, in the beginning, you didn't even think to ask. -Jeff Johnson

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Great To See the Interest in Older Consumers but This Is Old, Old News

I  should be delighted to see an increased interest in marketing to older consumers. For the past ten years I have been pleading with companies and agencies to face reality and dump their obsession with youth centric marketing.

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The New Digital Battlefields

In the popular TV show, Game of Thrones, the denizens of the North often repeat the mantra, “Winter is coming” to remind themselves and others that they must continually prepare for the challenges ahead.

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