American Author Jeffrey Gitomer is a loyalty expert. According to Gitomer you don’t earn loyalty in a day. You earn loyalty day-by-day. The crusade to convert one-time shoppers into a loyal customer base is one that every brand is necessarily committed to, for survival as well as growth. And it’s not something that happens overnight.
What’s your favourite colour? Most of us won’t have been asked that question since our schooldays – unless you’ve recently had a particularly dull experience on a dating app. It’s a query rarely posed in research. The answer might change on any given day or you might find it impossible to pick one, and yet
London Fashion Week SS20 (12th – 17th September) was a thoroughly on-topic affair this season. However, it wasn’t hemlines or textiles, slogan tees or embellishments that were trending but something altogether more urgent. Ironically, the bi-annual fashion carnival closed on an unseasonably warm day, which almost served to underline this alignment with what (other than
Education is when you read the fine print. Experience is what you get if you don’t. This quote from American folk singer and social activist Pete Seeger is broadly accepted wisdom when it comes to the importance of reading the subject matter thoroughly before signing on the dotted line. And yet, so many of us
How do the consumers that you’re looking to target with your marketing make decisions when it comes to buying? This is a key piece of insight for any brand and the foundation of successful interaction with those who could become your customers. However, it’s not always a straightforward question to answer. While there are plenty
Where does your brand stand on the issue of sustainable packaging? Much more so than sustainability in the supply chain or daily operations, eco packaging is now right at the heart of the brand resonance discussion. Consumers increasingly want to know whether product packaging is sustainable. It’s not just about the impact of packaging in
London Fashion Week’s Men’s takes place twice a year, several months before the womenswear fashion week events. While it doesn’t (yet) compete with London Fashion Week (LFW) in terms of international press attention and the swathe of famous faces in the FROWs of the main shows, it is winning on another very important front: authenticity.
Influencer marketing is becoming increasingly powerful. While it’s unlikely to replace social or content marketing (primarily because it requires both to thrive) it’s fast rising to the top of the talent pool as a way to get consumers to engage with a brand. From b2b technology sales, to Amazon marketing, influencers are being employed across
In 2011, Daniel Kahneman published Thinking, Fast and Slow, the book which has since been responsible for challenging the thinking of leading marketers worldwide and influencing billions of £s of marketing and corporate expenditure. The extraordinary fact is that this isn’t even primarily a marketing book – it’s a psychology book –described by many as
How can personality theories be leveraged in marketing? Personality theories have a long, rich history of engaging consumers, from the influence of Freud on 1960s advertising to the “Which Game of Thrones Character Are You?” quizzes on Buzzfeed. In marketing terms they work because they enable brands to better understand audiences, going beyond general shared