Most ad testing measures recall minutes after exposure. A viewer watches a spot. Theyâre asked what they remember. The brand gets a score. But markets donât operate in minutes. Real purchase decisions happen later when a need arises, and a brand must come to mind. If your brand...
Your next breakthrough is probably already talking to you. The strongest innovations often come directly from customer frustrations. Amazon heard complaints about shipping costs and turned them into Prime. Today, Prime members spend roughly 150% more than non-members. That growth started with listening. Every survey response, support...
Did you know it can cost 5 to 25 times more to win a new customer than to keep an existing one? And that a modest 5% increase in retention can lift profits by 25% to 95%? Thatâs math. Loyalty is one of the most reliable growth...
If I walk into a business and Iâm trying to understand whatâs really going on, I ask this: âWhat tension in your customerâs life do you help resolve consistently?â Not features.Not demographics.Not your mission statement. Tension. Because tension is where: motivation lives loyalty forms word of mouth sparks premium pricing becomes possible competitors get...
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...
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...
âThe biggest assumption humans make is that everyone sees life the way we do.â â Don Miguel Ruiz, The Four Agreements This one line may change the way you lead more than any management book ever will. It reminds you that as a leader, you often assume...
Most brands donât fail because their strategy is wrong. They fail because they are boring. Boring brands get ignored, and in a world where attention is the most expensive currency, âignoredâ is the most dangerous position you can occupy. According to System1âs Cost of Dull report,...
Somewhere along the way, âreachâ became a bad word. Marketers started saying it with hesitation, as if being broad or inclusive meant being wasteful or unfocused. I donât see it that way. After years of helping brands grow, Iâve learned that reach is the foundation of relevance. Too often,...