The Gartner Marketing Symposium 2025 is one of the few industry events where the agenda itself tells you something useful. Strip away the keynote theatre and the vendor floor, and what remains is a reasonably accurate map of where senior marketing leaders are spending their attention, and their budget, right now. This year’s themes cluster…
A customer feedback strategy is a structured approach to collecting, analysing, and acting on what customers tell you about their experience. The collecting part is easy. Most businesses have more feedback data than they know what to do with. The problem is almost always what happens next, or more accurately, what doesn’t happen next. Most…
Ethos persuasion is the use of credibility, authority, and trustworthiness to make a message more convincing. It is one of Aristotle’s three modes of persuasion, alongside logos (logic) and pathos (emotion), and in most commercial contexts it is the one that gets the least deliberate attention, despite doing much of the heaviest lifting. When a…
User experience mapping is the process of documenting every step a customer takes from first awareness through to purchase and beyond, so you can see where experience breaks down and where it works. Done well, it replaces assumptions with evidence and gives cross-functional teams a shared picture of what customers actually encounter, not what the…
Consumer experience strategy is the deliberate design of every interaction a customer has with your brand, from first awareness through to repeat purchase, built around a clear understanding of what drives satisfaction, loyalty, and commercial return. Done well, it is one of the highest-leverage things a marketing team can work on. Done badly, it produces…
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…
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 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…
Regional content localization is the process of adapting marketing content to fit the cultural, linguistic, and commercial context of a specific geography, rather than simply translating it. Done well, it is one of the highest-leverage activities in a go-to-market plan. Done poorly, it is one of the most reliable ways to waste budget while appearing…
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