Six steps to show you know It’s surprising sometimes just how little or perhaps irregularly we test our assumptions about what we think we know or don’t know about our customers. And, it’s sometimes worthwhile just to step back and apply a few simple tests to see if we’re clear about what we do or […]
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Great stories
The essence of a brand lies in the stories it can tell and the emotional connections they make but can you maintain the integrity and relevance of your stories, your brand over time? What’s your story? There are organisations who have a great story to tell that just isn’t out there, and there are organisations that […]
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 […]
Test and learn – cost or asset?
Test and learn is a popular and ‘agile’ approach to development, but does it work at scale? What is ‘Test and Learn’? Test and Learn is an approach followed by many consumer-focused companies to test ideas in a small number of situations to predict impact. It’s designed to assess impact on Key Performance Indicators (KPI’s) […]