Banking’s Familiarity Dilemma
How should an established service evolve without losing the reasons customers trusted it?
Marketing Strategy and Planning
Questions worth asking. Connections worth making.
2 articles
Ways of thinking about marketing ↗
The different priorities that shape how organisations understand their markets.
2 articlesWhat builds customer loyalty? ↗
Trust, habits and the experiences that make customers want to return.
1 articleDeveloping ideas that meet a need ↗
Connecting product possibilities to the problems and behaviours they should address.
2 articlesSegmentation, targeting and positioning ↗
Making deliberate choices about whom to serve and how to be understood.
1 articleAdapting to a changing market ↗
How organisations respond when customers, competition or expectations move.
1 articleWhen strategy fits the situation ↗
Connecting organisational strengths with the demands of a changing market.
More perspectives
My Weird Friends Around the Brand Campfire
Why a mascot can feel more familiar than a person we once knew.
A Caring Service Still Needs to Be Found
For a small childcare provider, visibility and reassurance belong in the same journey.
Smart Strategy for Smart Force: Automation with Human Purpose
A strategic perspective on growing an automation business through focus, credible proof, workforce development and disciplined choices about where to compete.