Marketing loves neat diagrams. Awareness â Consideration â Conversion. But real buying behavior is messier: pause compare forget re-enter ask a friend get distracted come back weeks later That âmessy middleâ is where brands win or lose. This is why long-term brand building matters: It creates memory structures that make it easier to choose later. And itâs...
Most companies say theyâre customer centered organisations. Then they measure: internal efficiency short-term sales campaign ROAS quarterly targets And customers feel the gap. Customers First came from watching this happen over and over. Customer-first isn't the intention. Itâs behavior. Itâs what your team does when: a policy collides with a person a process creates friction service is inconvenient ânobody...
A lot of brands try to âbuild loyaltyâ with rewards. Points. Discounts. Perks. Those can help, but theyâre not a sense of belonging. Theyâre incentives. Loyalty, the real kind, is closer to what you see in Cult Brands: Customers donât just buy.They identify. They feel belonging. They feel seen. They feel...
My second book was born from a simple observation: People talk.Constantly.About everything. And itâs not random. In Why We Talk, I explain the core idea:Humans are wired to share what helps us make sense of the world. That means the biggest growth engine is often not an ad platform. Itâs...
Hereâs a question that reveals whether a brand is playing checkers or chess: Why do the biggest brands in the world still spend hundreds of millions on advertising they canât track? Nike doesnât buy billboards, Olympic sponsorships, or global TV expecting a direct conversion tomorrow. Apple doesnât run...
In the year 2000, I was standing in the middle of F.A.O. Schwarz in New York City. The famous toy store. The Tom Hanks piano. The magic. And yet, something felt off. There were plenty of people⊠but not enough buyers. It looked like a brand with a full...
Hi, Iâm BJ Bueno. If youâve been on this list for a while, youâve seen my name a hundred times. Helped brands. Wrote books. Built frameworks. We talked about loyalty. So why am I reintroducing myself? I want to welcome all the new readers, today over 6000 CEOs of...
Carl Jung warned us long ago,âPeople donât have ideas. Ideas have people.â And this is the part of marketing we still donât talk about enough. We like to think we shape campaignsâŠBut campaigns shape culture.We think we influence consumersâŠBut the narratives we create influence identity.We think marketing...
Every leader hits moments where the spark feels a little dim.Your energy dips.Your patience thins.Your decision-making slows down.Your creativity just⊠isnât firing. If any of that feels familiar. Youâre due for an upgrade. Leadership isnât a fixed identity. Itâs a living system. And like any system, it...
âDo your best, always.â â Don Miguel Ruiz, The Four Agreements I love that line because it reminds me that âour bestâ isnât something we find later. Itâs something we choose in small ways right now. We all have a funny relationship with tomorrow.Tomorrow Iâll work out.Tomorrow...