strategy

Building A Modern Brand: Strategy, Creativity and Agility

Building brands in the mad men era was a relatively straight forward endeavor... 

A brand needed to effectively communicate its value to the consumer, plainly stating its functional benefits and for the more enduring brands—connecting with consumers at the emotional level typically through a story told via television led advertising campaigns. 

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10 Tips – Customer Centricity as a Strategic Management Tool

Guest Post by Anja Thielsen Valentino, Loyalty Group

"We are customer-focused", "we have a clear insight into our customers and carry out Customer Surveys" are comments often put forward by company managers. But what does it really mean to be Customer Centric? - And how can it be used as a strategic management tool to scale your company?

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It's Not Where You Start... or Is It?

How do you know where to start your CX journey? 

I've been asked this very question a few times in the last couple weeks.

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Most Companies’ Crisis Are Worse When Compounded by Industry Disruptive Forces with a Leadership Crisis

Companies that are facing industry disruptions are bad enough; during these times, leadership faces the most important test – the ability to lead during a crisis. The need of foresight, change and organization design are what true leadership looks like.

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I Need a Problem To Solve with My Omni-Channel Customer Experience Strategy

A couple of times a year I guest-lecture for several Masters in Marketing/Customer Management programs in The Netherlands. Almost every time students approach me with a question regarding their master-thesis or other assignment. 

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We Need To Stop Chasing the Last Big Thing and Start Preparing for the Next One

Business in the digital age has become a seemingly never-ending series of “next big things.” Whether it’s e-commerce, search engine optimization, social media, big data or something else, the pattern of firms struggling to adapt is as predictable as Gartner’s hype cycle.

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3 Things That Will Eventually Kill Your Business

Successful businesses grow. Through better products and processes, they win the favour of customers, increasing their volume and margins. That success often translates into further advantages as they invest in new and better equipment, develop expertise and gain bargaining power with suppliers.

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Random Thoughts On Maturing Companies and Start-Ups. When Do You Need a Reset?

In an interesting conversation with clients this week the discussions were around the question: “should companies plan for the distant future (10 years and beyond) and what is needed to get out of a death spiral where a slow death is in the making?”

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Disruption Is Less About Technology. It's About Customer Experience. Disruptive CX Strategy Needs To Get Emotional

Why do some companies make so much profit and command price premiums while some continually struggle to make minimum margin and gain market share despite spending good money on advertising, buying channel presence with some even having a better designed product?

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Even if You See the End Is Coming, You Still Need a Strategy Out. It Is the Time To Think New Game

Almost all companies at some point face some serious crisis. Sometimes it is clear that the end is near or coming and no one can see the light at the end of the tunnel, at least not until you see it. Sometimes you know there is a way out but not sure how. 

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