Loyalty in an interactive digital market

The concept of loyalty is a very profound human emotion like love and trust. Loyalty is an outcome of shared values and experiences, forged with time. It’s not a fling, its about integrity, trust and dedication. Loyalty truly is the holy grail of brand relationship even in the interactive digital marketplace. When we think aboutContinue reading “Loyalty in an interactive digital market”

Branding = Change Management and Operational Excellence

Over the past couple of years I have been involved in the development processes of SME’s and some major companies with hundreds of millions or billions in turnover. These processes are about change: The emphasis is moving from advertising and external media to own touchpoints and communications with own customers The marketing as such isContinue reading “Branding = Change Management and Operational Excellence”

Beyond HBR’s “truth about customer experience”

Harward Business Review just published a great article about Customer Experience and Journey. See here. The main point of the article is, that managing single touchpoint engagements doesn’t provide sufficient customer experience. My advice is: Don’t design just touchpoints – Design chain of events, proactive and reactive. Development and measurement is often done engagement byContinue reading “Beyond HBR’s “truth about customer experience””

Marketing has an identity crisis – Blue Ocean dashboard

I just found Dr. Rod King’s Blue Ocean dashboard and process tools from SlideShare today and thought about how necessary it is to understand the whole value creation process in order to manage brand effectively. The number one branding responsible inside the company is actually the CEO, as he is often the only person inContinue reading “Marketing has an identity crisis – Blue Ocean dashboard”