The need for businesses to live the brand has become something of a mantra for marketers, and for good reason. In a world where brands are increasingly defined by customer experience, a brand needs to feel coherent whenever a customer encounters it.
Read MoreWord of mouth has traditionally been underutilized by marketers.
Its importance has always been apparent. Every piece of research I’ve ever done has had recommendation from friends or family as the first or second source of new customers.
Read MoreI’ve always believed that the purpose of marketing is to create enough value for customers to earn a place in their lives.
Yet I’ve been struck by the gulf between the concerns of the marketing industry and those of customers over the last twelve months.
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