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) […]

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 […]

What is customer value?

We know what it means Intuitively most of know what customer value means to us, but as businesses and organisations how often do we step back and think what does customer value mean to our customers? Perhaps more importantly how often do we think about how to deliver it consistently well and at scale?   […]