11 WHY's, 9 WHAT's & 6 HOW's for differentiating thinking

“Be yourself, everyone else is already taken”. Differentiation is how your brand is set apart from competition. Copycat marketing or incremental innovation (doing things a bit better vs. the others) will only buy time until the next price battle. 

To have an impact on growth, differentiation must be perceived.

Nudge your marketing: intervene on consumer behavior

Behavioral science looks into psychological and social mechanisms which enter into action in our everyday decision-making. 'Nudges' are one type of interventions that have been used since long in marketing, but have now be quantified and fine-tuned to become a key communication element of any brand or government.

Make Customer Experience (CX) a marketing weapon

When thinking of marketing strategy, we think of media plans, digital omnipresence, events, packaging or a website. People don’t often think of Marketing when considering the customer experience (CX). Isn’t that Sales? Customer service? Brands have a variety of touchpoints, sent out by different teams, and they shouldn't be handled in silo’s.

Green consumers : big enough to enter your 'core'​ strategy?

"Tipping point" in sustainable jargon defines the moment in which climate change becomes self-alimenting / unstoppable. But a positive change in society is surfacing. Can companies stimulate its speed? Make it reach critical masses? Can we make people tip? We summarized a series of positive changes into 4 pillars to argue humanity is capable to tip things the other way.