“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.
Read more ...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.
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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.
Read more ..."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.
Read more ...Independent Cross-Industry Marketing Consulting network:
the Markitects inject strategic Marketing thinking from 20+ sectors to help clients grow sustainably².
Keen preference for pioneers exploring the edges of status quo.
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