The Next Wave: The Age of the Customer
(Branding Magazine, 24.05.16)
There’s a wave coming and marketers must know what’s driving it if they hope to ride it successfully. Using a surfing metaphor, James McQuivey, Vice President, Principal Analyst at Forrester Research, discussed the next wave, the age of the customer, and keys to brand leadership.
Living the Brand: How to Build a Strong Brand Persona
Why do we gravitate toward certain brands while actively avoiding others? What is causing the rise in “lifestyle” branding? When does a brand become something more than just a brand?
5 Ways Generation Z Thinks & Buys Differently
Admit it. The world is changing all the time. And the businesses that want to keep up with the stride of time must be versatile. And for a business to be versatile, it’s crucial to see what the customer base used to be like, and what the customer base is like.
Embracing Negative Comments Can Help Corporations Increase Consumer Trust
Public trust is incredibly hard won once a corporation has been mired in negative publicity. Volkswagen and Chipotle face huge obstacles in regaining consumers after debacles, but can simply owning up to their transgressions on social media really help? A recent study conducted by researchers at the University of Minnesota and Youngstown State University found that embracing supporting and opposing perspectives to comments by a corporation can enhance its trustworthiness.
“Focus on the core problem your business solves and put out lots of content and enthusiasm and ideas about how to solve that problem.” —Laura Fitton