A Chief Customer Experience Officer is a senior executive responsible for the end-to-end experience a customer has with a business, from first contact through to repeat purchase and advocacy. The role sits at the intersection of operations, marketing, product, and service, and its core job is to ensure those functions work in concert rather than…
Brand voice is how a brand speaks consistently across every channel, every piece of content, and every customer interaction. Done well, it makes a brand immediately recognisable without a logo in sight. Done poorly, or not done at all, it leaves customers with nothing to hold onto and gives competitors an easy opening. Most brands…
Jonah Berger’s work on persuasion and influence identifies a consistent pattern: the most effective way to change someone’s mind is often to reduce their resistance rather than increase your pressure. His research, laid out across books like Contagious and The Catalyst, shifts the focus from broadcasting louder to removing the friction that stops people from…
Online reputation marketing is the practice of actively shaping how your brand appears across search results, review platforms, social channels, and third-party coverage, with the goal of building trust that converts to commercial outcomes. It goes well beyond crisis management or review monitoring. Done properly, it is a proactive discipline that sits at the intersection…
A stalled B2B pipeline is rarely a sales problem dressed up as a sales problem. In most cases, the root cause sits further upstream, in the quality of leads being passed, the assumptions baked into pipeline targets, and the absence of honest conversation between marketing and sales about what “good” actually looks like. If your…
Marketing hiring is one of the most consequential decisions a business makes, and most companies handle it badly. They write job specs that describe an ideal candidate who does not exist, interview for the wrong things, and then wonder why the new hire underperforms within six months. The problem is not a talent shortage. There…
Routes of persuasion describe the cognitive pathways people use when processing a message and deciding whether to act on it. Some buyers think carefully and analytically. Others respond to cues, context, and feel. Most do both, depending on the situation, the stakes, and how much mental energy they have available at that moment. Understanding which…
Brand advocates are customers, employees, or partners who promote your brand without being paid to do so. They share, recommend, and defend you because they genuinely believe in what you offer. That distinction matters commercially: earned advocacy carries credibility that paid media cannot replicate, and it compounds in ways that most acquisition channels simply do…
Product launch strategy is the set of decisions that determine how, when, and to whom you bring a product to market. Done well, it aligns positioning, channel, timing, and internal readiness into a single coherent plan. Done poorly, it becomes a coordination exercise that produces noise but not revenue. Most launches fail not because the…
Influencer vetting is the process of evaluating creators before you commit budget, time, or brand association to them. Done properly, it goes beyond follower counts and engagement rates to assess audience quality, content consistency, brand alignment, and commercial risk. Most brands skip half of it, then wonder why the campaign underperformed. The selection decision is…
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