News
Choice Framing
Choice Framing is challenging traditional marketing theory by explaining how and why buyers make decisions and why technology and AI are playing a greater role in influencing brand choice
Disrupted Marketing Funnel
The traditional marketing funnel has been disrupted and is no longer linear. The disrupted funnel separates how well you are performing at a market level as well as in the path to purchase
Brand Trust
People buy from brands they don't trust all the time. Asking a generic brand trust question offers little value and weak alignment with commercial success. We need to look deeper into the traits of trust to identify how to build competitive advantage.
MARKETING THEORY
MARKETING METRICS
NPS
Brand Win Rate is a better metric to predict commercial performance, NPS is a strong metric for products and services and Satisfaction is the most accurate measure of customer experience
The 60/40 Rule
The right investment mix between long-term brand building and immediate sales activation is incredibly nuanced depending on how people make decisions in your category, the size of your brand and your marketing budget.
CVP vs EVP
The disconnect between external brand messaging and internal employee experience is not just a cultural oversight; it is a strategic blind spot that companies can't afford to ignore.
Brand Tracking
Most brand tracking approaches fall short of capturing the true complexity of modern decisions and how to influence real world behaviour. Marketers need to adopt marketing frameworks that reflect today's more dynamic market.
Archive
2024
Brand Love
Most customers want performance, consistency and value - they hire your brand to do a job, not to fall in love
Pricing Research
Pricing isn't binary, it's fluid and just part of a broader, more complex value equation
The Shallow Data Spiral
After years of collecting "more and more" data, the research industry is heading for a reckoning, as the hunger for data fuels a "shallow data spiral"