We previously addressed the need to do a brand pivot during the lockdown because customer attitudes are altering significantly. A brand pivot doesn’t mean a complete repositioning but, as is the case with a multifaceted brand, you can simply adjust the emphasis on the appropriate brand benefits and the interpretation of the brand experience. Contrary […]
When we first started using the term Exponential Marketing, we mostly focused on the power of understanding the customer better and leveraging those deeper insights into a more relevant brand strategy and more engaging communications. But another reason Exponential Marketing works so well is the power gained by involving everyone in the organization in creating […]
Fundamentally, marketing is about motivating people to take action. People buy for emotional reasons and then look for rational reasons to support that emotional decision. We may try to convince ourselves that we are only interested in rational benefits and a clear cost/benefit relationship, but the reality is that we always find a way to […]
