Throughout my career, I have had the good fortune of working across a variety of functional disciplines, including (general) management, HR and marketing. One of the best things to come out of that is the ability to link these different disciplines together, and understand that – at the end of the day – it is …
Five Silver Bullets To Recession-Proof Your Marketing
With the economic recession continuing to bite down hard, companies are increasingly trying to find clever ways of bringing their products to market or reducing their marketing expenditure. Whether you are a micro-startup looking for some good ways to stretch your advertising dollar, or an established player thinking about how to minimize costs, here are …
From Mass To Niche – Less Is More
Earlier this week, I was watching Seth Godin’s talk on “standing out”. In the video below, he talks about what he calls “the century of idea diffusion”. According to Seth, times have definitively changed for marketers and businesses that are hoping to get people’s attention.
The thing is: consumers don’t care about you, because they …
Comparing Apples To …
Recently, I went to buy a mobile phone, and came out of the store with a computer, printer and MP-3 player. Now, those of you that know me can confirm I’m usually a level-headed guy who doesn’t throw money out the window. So what happened ?
I recently became interested by the new Apple iPhone …
Paradigm Shift: From Telling to Listening ?
Lately, I have taken a little distance from the corporate world, which has caused me to see things in a new light. When you’re running along at full pace, it is often difficult to see what is really going on, or take a longer-term perspective. Slowing down helps you do just that – and it …
So founder, so brand ?
Earlier this week, FT.com did a feature piece on Moo founder Richard Moross. Those of you that have been following this blog for a while will remember I wrote about Moo before: in my last post, I wrote “in spite of being an entirely virtual business, Moo goes to great lengths to give you the …
Customer Experience Across Cultures
Coming back from a recent trip to Brasil caused me to reflect upon how much the concept of customer service is regionally or even locally determined by other, related factors. In how far do cultural, economic or societal trends influence the way in which customers and firms interact ? To what extent do cultural values …
Does KLM stand for Kustomer ReLationship Management ?
Recently, I took a KLM-flight from Geneva to Amsterdam. In and of itself, this is nothing remarkable – like many, I spend far too much time in the air, and have grown increasingly dissatisfied with the level of service and attention air passengers are receiving. But this time was very different.
Even though the flight was …
How mass layoffs could impact brands
According to a recent article on Reuters, companies across the US are bracing themselves for a round of layoffs, unprecedented in recent times. Where economic cycles of development and contraction have always existed, too often we tend to think too lightly about the human impact of such operations.
According to Reuters, “Workers are scared. Some 47 …
Primer – Branding Through People
As a first blog entry, I thought I’d give you the content of an article I wrote some time ago for industry newsletter wealthbriefing.com. I feel it reflects well what this blog is about, and clearly illustrates the underlying philosophy.
Wealth Management Brands Need Managing from Board Room to Cloak Room
Marketing professionals often devote an overwhelming majority …
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