Branding

Do you know what the first reason is why marketers fail to connect with consumers? The fact they call them consumers and treat them as such. They even address them as consumers. It’s one of the many signs proving the continuing monologue mentality, self-centered marketing speak and consumer disconnect. Yesterday,...

“Reconnect your brand.” That’s the slogan one of my former customers, who is active in the marketing automation space, started using recently as part of a rebranding strategy. However, it’s more than a slogan. Customer-centricity often remains a hollow slogan. Brands and businesses are really disconnected from their customers....

Brand advocates are among the most powerful sources of social recommendations, word-of-mouth and sales in this social era. However, businesses ignore or forget many possibilities to enhance brand advocacy tapping into the power of specific groups, including loyal customers. 27.5% of marketers even admit they have not mobilized brand loyalists...