Reading Time: 11 minutesBefore you make changes to how you express your brand verbally, it’s important to understand how you talk now, how others speak and how customers think about what you offer. A brand language audit will help you accomplish all that. It’s the first step to understanding why – or even if – your language should […]
Tag: Experience
8 questions to test your brand culture principles
Reading Time: 3 minutesUltimately, the evolution of brand culture revolves around consequences – good and bad. Every reaction to every behaviour is a signal to those involved and others that an action or attitude is unacceptable, tolerated or desirable. It’s also a powerful and simple way to test your brand culture principles. In an article in HBR some […]
Brand erosion starts small
Reading Time: 2 minutesBrand erosion often begins with something invisible to the human eye. A little change of feeling.
Personalising the brand proposition
Reading Time: 3 minutesPersonalisation is the quest of the moment for so many marketers, with 70% of executives interviewed by Forrester saying it is now of strategic importance to their business. (What may surprise you, as it did me, is how generalised so much marketing still is.)
Why are so many customer experiences now just marketing sugar?
Reading Time: 13 minutesIt’s easy to see why customer experiences have become marketers’ go-to fix. Like content marketing they are such an accepted part of the lexicon today that many marketers have them on their to-do list as a matter of course.