I’m a frequent traveller and enjoy exploring and comparing travel experiences every once in a while. Last week, I flew from London to Istanbul, to speak at the Digital Analytics Summit at the Boğaziçi University, on one of Turkish Airlines’ wide-body...
Pretty much everyone has an opinion on what is a brand. But, as the saying goes, it’s like teenagers and great sex: lots of talk, little action. When it comes to actions, many executive teams are killing their brand with fake brand building concepts. And the...
Listening to a McKinsey podcast (Hi_Tech_Podcast) entitled “Redefining the marketing landscape” and featuring Dave Edelman, I was aroused by the phrase that brands should think about being loyal to their customers as opposed to the other way around. In...
Is it better to be a Hunter-Gatherer (acquisition mentality) or a Farmer-Nester (cultivating loyalty)? Of course, it is not about one or the other. Companies need to find a mix between acquisition and loyalty. No business can survive without first gaining...
Customer Relationship Management (CRM) is, broadly speaking, a term for systems designed to keep customers loyal. Of course, CRM can also be used to create new customers. But, the real gig in a successful CRM program is making sure that the investment in winning new...