five tips for leveraging empathy to get closer to the customer – part 1

High profile venture capitalist Mark Cuban once noted the importance to him of three factors in assessing the attractiveness of a business for investment. Those three factors were: The size of the market.The competitive advantageThe management understanding the ‘customer owns their ass’. Like Pay-Pal co-founder Peter Theil, Cuban highlights the importance of targeting the smallest possible market –…

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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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