The science of persuasion is the study of how people change their minds and take action. It draws on psychology, behavioural economics, and decades of empirical research to explain why some messages land and others disappear. For marketers, understanding that science is not optional. It is the foundation on which every creative decision, media choice,…
The Dunkin’ Donuts rebrand to simply “Dunkin’” in 2019 is one of the more instructive brand decisions of the last decade, not because it was bold, but because it was commercially honest. The company had been selling far more coffee and beverages than donuts for years. The name change was the brand catching up with…
Account-based marketing for healthcare companies works best when it treats complex buying groups as the unit of focus, not individual contacts. In healthcare, a single purchasing decision can involve clinicians, procurement, compliance, finance, and executive leadership, sometimes across multiple sites. ABM is structurally suited to that complexity in a way that broad demand generation simply…
Differentiation business strategy is the deliberate choice to compete on a dimension where your business can be meaningfully better, not just marginally different. Done well, it creates a reason to choose you that competitors cannot easily copy. Done poorly, it produces a positioning statement that sounds distinctive in a boardroom and means nothing in a…
Customer loyalty trends are shifting in ways that make traditional points-and-perks programs look increasingly thin. Customers are harder to retain, more willing to switch, and less impressed by the mechanics of loyalty than they once were. What’s changing is not just how loyalty programs are structured, but what customers actually expect from the brands they…
Customer retention strategies are the operational and commercial decisions that determine whether a business keeps the customers it wins. Done well, they reduce churn, increase lifetime value, and compound the return on every pound or dollar spent acquiring customers in the first place. Done poorly, they become a checklist of tactics that look good in…
A brand house concentrates investment behind a single master brand, with products and services sitting beneath it. A house of brands runs each brand independently, with little or no visible connection to the parent. These are not just naming conventions. They are structural decisions that shape how you allocate budget, build equity, manage risk, and…
A user experience map is a visual representation of every step a customer takes from first awareness through to purchase and beyond. It documents touchpoints, emotions, friction points, and the gaps between what a business thinks is happening and what customers actually experience. Done well, it is one of the most commercially useful tools in…
Loyalty strategy consulting is the discipline of designing, auditing, and rebuilding the systems that turn one-time buyers into repeat customers and repeat customers into advocates. Done well, it identifies where customers are quietly leaving, why they leave, and what commercially viable interventions can change that pattern. Done poorly, it produces a points scheme and a…
Market research matters because decisions made without it are just expensive guesses. It tells you who your customers are, what they actually want, how they make decisions, and where your competitors are vulnerable. Done well, it is the difference between a strategy built on evidence and one built on assumption. That sounds obvious. But most…
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