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 […]

  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 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. Like it or not, everyone has a personal brand. Like it or not, you have a personal brand. Like it or not, your personal brand directly and daily impacts your progression towards your objectives, and a customer-centric personal brand can drive performance. PERSONAL BRANDING Few aspects of marketing have garnered the attention given to personal branding. This has been driven…