Ideas and insights

creating personas

In the first part of this blog series (Persona Segmentation), we talked about identifying the audience and categorising customers as part of the segmentation process, in advance of selecting the personas for creation. Ensuring that the persona collective is as focused

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persona segmentation

Some might, and have said, that persona creation is just a bunch of marketers white-boarding their hunches to create some alliterated characters such as Percy Persona. Certainly, this isn’t far from reality in some instances. If you are doing this,

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brand purpose to profit

Companies focused on profit don’t actually make the most profit. The answer to which type of companies do make the most profit (and how much more), will be revealed at the end of this post. This blog post is about

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Social media management

When embarking on a social media strategy, classic planning principles still apply, so having an audience-centric approach will allow you to create the best customer experience. Setting commercial objectives and relevant measurements in advance will allow you to gauge what

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Moments of truth

2015 has brought a host of new channels to the marketing mix. Periscope and Meerkat got us talking about live-streaming during SXSW, the Apple Watch brought more consideration into how we deal with wearables, and the application of the internet of

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Paving the path to purchase

Attribution modelling is complex and not an exact science. Nowadays, the ability to measure the impact of a particular tactic on the Path to Purchase presents a lot of opportunity. However, the increasing number of channels to measure is proving

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The value of a human brand

“Careful with the old girl!”…said the father to his son, as he tried driving the car for the first time. This may sound like a statement out of a 1960s film script, but in reality we’ve been found to have

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