When we look to gauge the horizon through the customer lens, there are three areas that, when viewed alone or together in relationship to each other, can help to identify warnings (or areas of opportunity) on the horizon.
Information polarization is here to stay. The more focused and disciplined a company’s efforts are to find the right words and phrases, the more opportunity companies have to be seen as something that consumers will like, associate with, or closely match their own values or desires.
My suggestion for both agencies and brands is to embrace testing among the target audience before they go to market. Television advertising stimuli can be storyboards, near-finished ads, or finished ads.
By replacing the proposal-bidding process with standard-cost partners, project execution times are reduced, costs are reduced, risks are minimized, and the quality of the research improves.
Most Known Knowns are not really Known Knowns. For every one scientific fact in the marketing world, there must be at least 99 myths, half-truths, illusions, and wishes.
