Our Perspectives on Brand Strategy and Innovation
From a brand innovator’s POV, one of the most positive and surprising changes over the past two years has been the broad adoption of agile research technologies, enabling a seamless connection between brand teams and consumers. The impact on innovation solutions and marketing creative has been truly amazing.
A successful Brand Ecosystem is the manifestation of a well-executed brand vision and a finely-tuned go-to-market strategy – but it doesn’t stop there. Next generation brands fully integrate and nurture consumer co-creation across their brand ecosystem.
How to Vitalize Your Brand Strategy and Fire-Up Brand Engagement – Using a Strategy-First Approach to Customer Journey Mapping
Customer journey mapping is more than just a tool for improving CX. Used in the right way, it’s a powerful tool for vitalizing a brand’s strategy, deepening brand engagement and synthesizing a clear, winning go-to-market approach.
Successful Physician Segmentations Need to Reflect Three Aspects of Today’s HCPs: Health Care, Business Smarts and Human Empathy
Physician segmentations stop short if they only profile HCPs as health care providers – because HCPs are also customer service providers who are deeply motivated by creating a positive patient experience.
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Brand loyalty is essential to brand success. With customer journeys turned upside down, beauty brands need to start building loyalty sooner rather than later – even before consumers start buying the brand.
Beauty is about aspiration. With customer journeys so disrupted, brands need to do more than just find new ways to connect with consumers and drive customer engagement. They need to find inventive new ways to help consumers fulfill their aspirations.
While beauty remains essential during the pandemic, how women engage with beauty has abruptly shifted – making it crucial for beauty brands to re-think every touchpoint along their various customer journeys.
Some brands are wondering if they should pull back from research during this most atypical of times. Our experience over the past few weeks suggests the exact opposite: now is the time to seek deeper connections with your consumers.