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Customers are people first and customers second; we find the dynamic between these two states fascinating.
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THREE CHALLENGES FOR BRANDS
Customers have little interest in brands ‘hearing’ them: they want to be listened to, and for brands to act on what they say. This grows more important as tech players establish themselves in the spaces between brands and their customers, and evolve their agenda from disruption to displacement.
Three challenges for brand decision makers:
To leverage digital’s strengths, without allowing tech-based competition to erode the brand’s essential connection with customers.
To cut through the flow of customer information coming into the brand, to focus on what matters (‘the signal’), and ignore all else (‘the noise’).
To ensure ‘what happens’ in the business – strategy, brand delivery and measures – is aligned with ‘what matters’ to customers. And that, in essence, is what we help ambitious brands do.
Customers are inextricably linked to money: they drive sales, fuel growth and feed brand valuations. Yes, brands create value for customers, but the crucial thing digital taught us is that customers create the £-value in brands.