Frameworks can make a big differenceMarket surveys are all well and good, but what matters is how you frame the data.
Will celebrations grow your business?Celebrations are considered important in domestic and business life. But are they?
Decision making and the the role of brandsHow do people arrive at a decision to buy something and why does this journey differ so much between people?
Why it may be good to stare out of the windowA 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...."
Three frameworks for understanding how customers make decisionsSee how Maslow's hierarchy, AIDA and the Branding Bulls Eye help us understand decision making.
Nobody ever got fired for choosing IBMHow we segment customers is up to us. Ideally we should group them together in terms of their different needs. This isn't always easy.
Measuring customer loveThe Net Promoter Score by Fred Reichheld has become a universal metric for measuring customer love. Does it work?
The dangers of brand purposeIf you are producing steel widgets or egg mayonnaise, you shouldn't push the brand purpose thing too far.
Reasons for business success and failureWe spend a lot of time on B2Bframeworks looking at criteria for success. We should also consider the reasons for failure.
Supplier bewareLoyalty and subscription offers are a great framework as long the dangers are understood.