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 and marketing need to be customer-centric. Customer-centric marketing […]

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 maximise profitability and performance more generally, business and marketing need to be customer-centric. Customer-centric marketing is the key to maximising sales, margins, the average sale per customer, repeat business rates and referral rates. Branding is both ethical and profitable when it is customer-centric. Customer-centric marketing adds value to a product and/or customer experience in a way that makes both more likely to meet the needs and exceed customers’ expectations. BRAND In the 21st century, branding is a critical component of every marketing strategy. It can be a powerful…