February 27, 2017

How can we make the experience more magical?

We make assumptions about what people want based on what we know to be true, rather than what is possible. We assume that using technology to do the same things we’ve always done will give customers a better experience. But if we think about what is possible we find entirely new ways to solve their […]

It’s emotional rewards that build loyal relationships

The problem with most loyalty programs is they are based on the wrong kind of rewards. Rewards programs are based on transactional relationships that focus on the goals of the business: repeat sales, customer referrals, long term commitment from the customer. What does the customer get in return? Usually it is a discount based on buying a […]

Branding and the “It” factor

Is there an “it” factor to building a brand and becoming known, or can anybody do it? That’s a question that has haunted Mark Schaefer for some time. So much so that he has decided to write a new book on the subject. Recently I had the opportunity to pick Mark’s brain to find out […]

Brand awareness is earned

The secret to building brand awareness is to start with customer awareness. Companies today are much more likely to invest in advertising to customers rather than understanding what matters to them. On average, they spend $14 on advertising for every dollar spent on gaining customer insights. But in a world of ad blockers and fractured […]