Sharegains

Customer Loyalty is Dead. Long Live Engagement

10 September, 2015
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Customer loyalty is notoriously difficult to measure. Loyalty is typically gauged by proxy, such as via surveys that capture a stated intention to recommend or to repurchase. But stated…Leer Más →

Innovation “Strategy”

4 September, 2015
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Marketers are full of buzzwords, particularly when talking about innovation. Even the term “innovation” is a cliché in danger of losing its meaning. In talking about innovation, it’s easy to…Leer Más →

Innocentive & Open Source Innovation

30 August, 2015
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An recent article from the Economist made me think about how companies could learn from the distributed innovation of open source to find the great ideas within. The article is…Leer Más →

Startup Branding and Selling to Martians

16 August, 2015
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Two points about startup marketing: Branding is THE most important facet of startup marketing Branding is about how your offering resonates EMOTIONALLY with the buyer NOT the benefit you provide.…Leer Más →

Six Ways Contextualization Helps Capture Customers’ Interest

10 August, 2015
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Context has become everything to the retail shopping experience. It's no longer substantial to simply paste a generic "20% off" sign on a store window, or send an email announcing…Leer Más →

Rethink Your Branding to Create Crazy Love From Customers

2 August, 2015
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A company can exist to merely sell stuff and make money. And, certainly, many do. But a special breed of brands that have transcended revenue as a focal point have…Leer Más →

Rebranding

15 July, 2015
Studies
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Brand teams are quick to rebrand when they hit a rough patch. But they sometimes forget that a brand is more than a company name, logo, tagline, or ad creative.…Leer Más →

Lovemarks and B2B branding

9 July, 2015
Whitepaper
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Is the idea of B2C Lovemarks transferable to a B2B context? If so, how should a B2B Lovemark be characterized? Based on the theories of Saatchi and Saatchi CEO Kevin…Leer Más →

Customer Experience Is the Heart of a Brand

6 July, 2015
Studies
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Failure to integrate CX management technologies may cause it to skip a beat. With everything that marketers do to woo customers, the customer experience (CX) is often the key…Leer Más →

Emotions drive purchase decisions

24 June, 2015
Whitepaper
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Consumers emotions have a significant impact on their behavior Emotions are an essential element of the consumer experience that brands must address to establish meaningful connections, according to an analyst…Leer Más →