How many customer touchpoints do you actually need?
As brands juggle more and more channels to try and interact meaningfully with customers, are all these touchpoints helping or hindering?
All posts tagged: customer engagement
The power of brand rituals
Call them rituals, ceremonies, habits … associating a brand with a set behaviour can have a powerful effect on loyalty and enjoyment.
Businesses need to focus right across customer journeys
How should companies map more effective and engaging customer journeys? By recognising that such journeys are really about how customers feel over the course of the entire journey not just how they feel at any given point in that journey.
This is what success looks like for a brand (and how to keep it that way)
Marketers are under huge pressure to succeed. But how should we judge a successful brand? And what should brands do to stay successful?
Is your brand image too serious?
Branding is a serious business, but does that mean brands themselves must always be so serious. Is there room for more personality? Should you lighten up your brand image?
15 ways to be a more valuable brand
We often think of brand value in financial terms. But that value, I would venture to suggest, is actually a result of a broader initiative that brands need to think about in these busy times: finding ways to be valuable in the lives of those who buy from them.
Three myths that will hurt your brand
Everybody wants to believe they work for brands that are among the best. But just as marketers are in the business of telling others stories, they also tell themselves stories about the brands they work for. And some of those myths are just not good.
Why we still need people to manage brands (even though machines can do all the work)
In 2000, an article in Wireless called into question whether machines were quite the panacea we hoped they were. It was possible, said the author, that this dependence on machines was not going to a good place.
Five signs your brand is fading
It’s not always easy to spot that your brand is falling out of favour with consumers, especially if, on the face of it, things look healthy.
20 powerful brand motivations
Why do consumers keep brands in their lives? Relevance.