BackDO YOU REALLY KNOW WHAT IT IS WORTH AND HOW TO MANAGE THAT WORTH? Pricing strategies are a subject for another article. In this paper I want to address the issue of value and more specifically – the value that your consumer sees in your product (or service) and how you might maximise the price by ...
HOW DOES YOUR CUSTOMER THINK?
CAN WE EVER REALLY UNDERSTAND HOW CONSUMERS THINK? For over 2000 years philosophers and historians tried to help us understand how human beings think. They developed some amazing insights. For more than 100 psychologists have built on this initial work to help us understand how human beings think. They have compiled a wealth of fantastic data, starting ...
DON’T ASK YOUR CUSTOMERS WHAT THEY WANT
THEY CAN’T - IT IS YOU JOB TO WORK THAT OUT Steve Jobs once, or perhaps more than once, expressed concern about the value of market research – suggesting that there is no point in asking consumers what they want because they rarely if ever know. He argued that marketing research was of limited value ...
ONLY A FOOL THINKS THEIR MARKET IS EVERYONE
GREAT BANDING INVOLVES ENSURING YOUR MARKET IS NOT EVERYONE Paul Keating once said that if you do not have enemies, you have not done anything worthwhile. I agree with him and I would equally argue that if some people do not relate to your brand then you do not have a brand at all. Branding and more ...
REVENUE IS A BLUNT INSTRUMENT
MONITORING THE RESULTS FROM A STRATEGY NEEDS TO BE COMPREHENSIVE Finishing the week and the political theme – I find it interesting that politicians pay so much attention to polls. While I understand that they do have other tools – including internal research – they are still very influenced by the blunt instrument that is newspaper ...
