When organisations forget about customers

Think customer – the obvious Most people in the ‘front line’ of organisations think customer, perhaps the immediacy of face to face or direct contact makes for a better, personal connection. There’s nothing more immediate, relevant or real than talking to customers, ‘feeling’ what they say, ‘getting it’, so why do organisations tend to forget this? Why […]

Insight led…well maybe

This is a snapshot of some of our thinking around the changing landscape of insights, insight capability and the challenges and opportunities it presents. You’d have to have been asleep for the past few years to miss the revolution in insight capability. It’s fast becoming a key differentiator in business let alone marketing. We are […]

Marketing disciplines

Marketing as a department is a redundant idea, marketing as a function is too limited. But, does marketing as a set of strategic disciplines make more sense than ever? From department to function to process to discipline Marketing is going through significant change right now, it has been going through this change for almost 10 […]

Does branding transcend randomness?

  Randomness is all around us, it’s everywhere, and we don’t understand it well enough, but do effective brands provide focus to overcome some of the uncertainty? We don’t understand randomness well enough There is no doubt as individuals we are aware of randomness, but we don’t really understand it well enough, and the same could […]