All Posts By John Carlson

FIVE STRATEGIES FOR IDENTIFYING THE OPTIMUM BRAND.

Bring the customer to life. Identify a sustainable point of difference. Create brand–customer alignment. Define the brand DNA. Document a brand story. CUSTOMER-CENTRIC MARKETING To be ethical, marketing and business must generally be customer-centric. There are few things less ethical than trying to shove a product - that is not wanted or needed - down the throat of an unsuspecting consumer. To ...

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FIVE STRATEGIES FOR DEVELOPING THE OPTIMUM CUSTOMER EXPERIENCE.

  The touchpoints. Be remarkable Manage emotions. Create insiders Personalisation    CUSTOMER-CENTRIC MARKETING To be ethical, marketing and business more generally must be customer-centric. There are few things less ethical than trying to shove a product - that is not wanted or needed - down the throat of an unsuspecting consumer. To maximise profitability and performance more generally, business and marketing, in particular, need ...

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FIVE STRATEGIES FOR DEVELOPING THE OPTIMUM PRICING STRATEGY

  Supply and demand. Selling and buying. Outputs and inputs. Context and anchors. Psychology and behaviour.   CUSTOMER-CENTRIC MARKETING To be ethical, marketing must be customer-centric. For a business to be ethical, the marketing must be customer-centric. There are few things more unethical than convincing a human being they should buy something they neither need nor want.   To maximise profitability and performance more generally, ...

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FIVE STRATEGIES FOR DEVELOPING THE OPTIMUM PRODUCT

  Co-creation. Balance. Differentiation. Continuous improvement. Add value.   CUSTOMER-CENTRIC MARKETING To be ethical, marketing must be customer-centric. For a business to be ethical, the marketing must be customer-centric. There are few things more unethical than trying to convince a human being they should buy something they neither need nor want.   To maximise profitability and performance more generally, business and marketing, in particular, need ...

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FIVE STRATEGIES FOR LEVERAGING THE OPTIMUM TARGET MARKET

  Review the priorities. Segment the market. Understand the market. Identify the opportunities. Review the mindset.   CUSTOMER-CENTRIC MARKETING To be ethical, marketing must be customer-centric. For a business to be ethical, the marketing must be customer-centric. There are few things more unethical than trying to convince a human being they should buy something they neither need nor want.   Marketing must be customer-centric to ...

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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