How customer-centric is your brand? Understanding the MORTN Scale
How customer-centricity drives successful strategy
Understanding the marketer’s “prime directive.” Why listening to consumers matters (and ...
Starbucks needs to cut the crap from its brand positioning
The coffee chain is a serial offender at producing esoteric mission statements, so can ...
Don’t listen to the industry sages, they’re not your ad’s target
Advertising professionals’ view of what makes a good ad is not only biased, it’s usually ...
Look at your brand from the customer’s perspective, not the other way round
Responses to the Queen’s death show marketers think brands have a place in consumers’ ...
Jeff Bezos' success at Amazon is down to one thing: focusing on the customer
For all Amazon’s innovation and invention, it is the world’s most valuable brand ...
