From Shaina at Forty: If you’ve ever had to endure the pain of reading a typical mission statement, it probably included a bunch of dry and meaningless babble about “increasing shareholder value” or “providing the best customer service around.” That’s not a purpose. It’s not what drives them to get up in the morning, guides their decisions, or inspires their […]
From strategy+business: A more strategic approach to costs can help you prepare for the next round of expansion. Drawing on experience from Ikea, Aetna, Pitney-Bowes, and elsewhere, this step-by-step article shows the three actions that can make a company ready for growth.
From FastCompany: Shane Snow, founder of Contently, says to win at business, brands need to make content, and make it about their audience.
From strategy+business: Behind many a successful product, there's a sharply focused intention to improve lives. The former global marketing officer of Procter & Gamble describes how he learned to foster a brand's aspirational value.
Philip Kotler is the undisputed heavyweight champion of marketing. He’s authored or co-authored around 70 books, addressed huge audiences around the world and consulted some of the biggest brands. Three years ago, he was ranked the world’s fourth most influential management guru by the Financial Times; this year, the Wall Street Journal ranked him the sixth best business thinker. Not […]
From Forrester: Our clients tell us that they're eager to use customer journey maps because they see the documents as ideal tools to analyze and communicate their customers' perspectives on the interactions they deliver. However, even enthusiastic organizations sometimes struggle to determine the objectives they should pursue with customer journey mapping. Forrester interviewed five companies that use customer journey maps […]
From Maz Iqbal at Customer Think: Customer-centricity is at least as vague a term as CRM and CEM. Is it a strategy? A state of mind? A loyal relationship? Personally, I’ve defined “being customer-centric” as delivering value that customers care about. The end results should be more loyal customers. But it’s not quite that simple. How do we explain the […]
From Mind Tools: If you're in marketing, then you'll know how important it is that your brand speaks to your customers on an emotional level. When someone feels a strong positive emotional tie with a product, that emotion creates brand loyalty, and this inspires repeat purchase.