Earlier this year, on a sweltering March day at Melbourne’s Moomba festival, I was intrigued to see every second person walking around with a curious looking hot snack. Not only did this choice seem incongruous with the temperature, but people were queuing for over 10 minutes in the mid-day heat to get one. What was … Continue reading
A recent online group discussion I participated in posed the question “Which is the most important factor that makes an insight professional outstanding”? The responses to this – from various industry professionals – ranged from the obvious to the surprising; in particular what was concluded to be the most critical ability. Based on these responses, … Continue reading
If customer satisfaction is about meeting or exceeding expectations, then why do so many companies measure satisfaction without considering what they are actually promising their customers? This post draws on recent observations by Simon Wood, Head of Stakeholder Management Research for TNS UK, to explore the relationship between brand authenticity and customer satisfaction. There are … Continue reading
You would be hard pressed to find a mid to senior marketer that isn’t an advocate of the customer-centric view of marketing. It has after all been the dominant marketing paradigm of the past 30 plus years, ingrained in every marketing text and preached by industry leaders. With the identification and fulfilment of category specific … Continue reading
As part of what some commentators are calling the biggest reinvention in the history of US retailing, JC Penney – a century old US mid-market department store chain – is challenging some of the fundamentals of mass market retailing. A bold move that could ultimately change some of the basic rules of the industry. Targeting … Continue reading
Brand Truth - Brand Strategy Consulting, Melbourne 