What is the point of Branding? Why invest so much time and effort for such a long-term payback? One of the answers could be that a brand provides some buffer or protection from criticism that would otherwise be exposed during …
There is a concept in economics called elasticity. Can elasticity be applied to Customer Experience (CX)? To what degree does friction in the customer journey impact sales? Before the ‘Virus’, when times were good, it was easier for companies to …
Massive change is being forced upon us. The inertia that drove company and customer behaviour has been disrupted. Companies are being forced to make choices and customers are watching. A couple of months into the COVID-19 disruption and my inbox …
Imagine, that it would need to take a global pandemic to force companies to think about their customers needs. The disruption to work practices as a result of COVID-19 has exposed many business practices that existed because of short term …
As part of the ‘Ingredients for Ecommerce Success‘ Series, we wrote a piece about how a Brand helps you to deliver your Value Proposition in a more consistent way and if done right, allow you to differentiate your offer in …
Number 1 on our Ingredients for Ecommerce Success list was ‘Value Proposition‘. Closely related to that, in fact, your value proposition all wrapped up into a single intangible asset is your brand. Why is Brand so important to Ecommerce success? …
If you ask a Brand person how customers discover brands in 2020, you would get a different answer from every consultant you asked. But what does the data say? The answers might surprise you. This week, the ACEDE Partner Network …
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