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Market surveys are all well and good, but what matters is how you frame the data.

Celebrations are considered important in domestic and business life. But are they?

How do people arrive at a decision to buy something and why does this journey differ so much between people?

A few years ago I was looking out of the window of my office when a co-director walked in. “Paul, you’re obviously not busy...."

See how Maslow's hierarchy, AIDA and the Branding Bulls Eye help us understand decision making.

How we segment customers is up to us. Ideally we should group them together in terms of their different needs. This isn't always easy.

The Net Promoter Score by Fred Reichheld has become a universal metric for measuring customer love. Does it work?

If you are producing steel widgets or egg mayonnaise, you shouldn't push the brand purpose thing too far.

We spend a lot of time on B2Bframeworks looking at criteria for success. We should also consider the reasons for failure.

Loyalty and subscription offers are a great framework as long the dangers are understood.