Marketing Measurement

Marketing Measurement

I’m packing to leave for Hong Kong in about half an hour – looking forward to some of the discussions that will ensue around Strategy, Leadership and Innovation next week, then off to Sydney for the Cognitive Edge Foundations course. For the UK-based, however, I’ve just had details of a talk I’m giving with a […]

Branding – in the customer’s mind, not yours

Branding – in the customer’s mind, not yours

Yesterday’s post on understanding how customers see you – and what they value about you – embellishes a conversation I’ve been having recently with branding experts and internal communicators. Now, the definition of a brand varies according to the discipline and thinking of the person on the other side of the table – all the […]

Knowing what your customer values about you

Knowing what your customer values about you

Most companies think they know what their customer thinks of them – some through customer surveys, others through feedback. But most have it wrong – because their starting point for looking at what customers say is their own marketing and branding. So the values or marketing proposition they’ve defined themselves are the values they test […]

Brand confusions, not extensions

Brand confusions, not extensions

An interesting looking article in the email from Strategy+Business: A Better Choosing Experience. As I’m still writing my Medinge piece on Branding and Complexity, it resonates strongly – I’ve been saying something similar for a few years now. In essence, one way that people talk about a “brand” is as a shortcut to a decision. […]

Not today, but soon…

Not today, but soon…

I’m currently busy putting together a new talk for tomorrow night’s Henley Business School Alumni Medical Suppliers Forum, editing an article and writing two others – one for Melcrum on how negativity and dissent make an organisation more healthy and another for the Medinge Journal on Branding and Complexity. And I want to put up […]