great marketers in 2022 – rather than claiming to be customer-centric – are customer-centric.

Marketing texts and gurus talk a great deal about the importance of a customer-centric approach to marketing – and business in general. The benefits of customer-centric marketing are almost self-evident. These benefits include: Maximising demand by creating products and a customer service model that meets or exceeds customer expectations – thus maximising sales. Facilitating differentiation…

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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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