All Posts By John Carlson

Customer experience (sometimes labelled CX) is a hot topic in 2022. It has been a hot topic for some years and will remain so for some years to come. While customer experience is not the 'silver bullet' some seem to think, it is nonetheless a critical issue for most, if not all, businesses. Consider these statistics: In ...

Advertising agencies pride themselves in their 'creativity.' Without even taking the trouble to define 'creativity', most advertising agencies claim a creative capability their competitors don't have. They claim to be more creative than each other - while boasting about their awards for creative brilliance. Reflecting on the industry view, Fortuna suggests 'creativity is the soul of advertising ...

Marketing texts and gurus talk a great deal about the importance of a customer-centric approach to marketing – and business in general. The benefits of customer-centric marketing are almost self-evident. These benefits include: Maximising demand by creating products and a customer service model that meets or exceeds customer expectations – thus maximising sales. Facilitating differentiation and the ...

Founded in 1886, The Coca-Cola Company is today the world's largest soft drink manufacturer. Demonstrating its power is the 45% share of the US carbonated drink market compared to the 26% share enjoyed by Pepsi. In 2021, The Coca-Cola Company generated revenue of US$38.66 billion, and still higher revenues are predicted in 2022. Highlighting the ...

I will never cease to be amazed by the human pursuit of silver bullets. While the concept of a silver bullet is attractive, given the complexity of the world we live in, the quest for one is, at best naïve. In the late 1950s, advertising was a silver bullet – the key to building a brand ...