All Posts By John Carlson

  Audience and targets. Function and objectives. Mission and vision. Values and personality. Capabilities and positioning.   CUSTOMER-CENTRIC MARKETING To be ethical, marketing and business must generally be customer-centric. There are few things less ethical than trying to shove a product - that is not wanted or needed - down the throat of an unsuspecting consumer. To maximise profitability and performance more generally, business ...

Bring the customer to life. Identify a sustainable point of difference. Create brand–customer alignment. Define the brand DNA. Document a brand story. CUSTOMER-CENTRIC MARKETING To be ethical, marketing and business must generally be customer-centric. There are few things less ethical than trying to shove a product - that is not wanted or needed - down the throat of an unsuspecting consumer. To ...

  The touchpoints. Be remarkable Manage emotions. Create insiders Personalisation    CUSTOMER-CENTRIC MARKETING To be ethical, marketing and business more generally must be customer-centric. There are few things less ethical than trying to shove a product - that is not wanted or needed - down the throat of an unsuspecting consumer. To maximise profitability and performance more generally, business and marketing, in particular, need ...

  Supply and demand. Selling and buying. Outputs and inputs. Context and anchors. Psychology and behaviour.   CUSTOMER-CENTRIC MARKETING To be ethical, marketing must be customer-centric. For a business to be ethical, the marketing must be customer-centric. There are few things more unethical than convincing a human being they should buy something they neither need nor want.   To maximise profitability and performance more generally, ...