Higher At Work

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Women who build houses!

Home construction is considered a man's world. But is it exclusively? As we worked with multiple brands related to home construction, we got a close look at the family dynamics in home building. There is a quiet change underway, with women getting more involved in home construction at various stages [...]

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Brands’ search for growth: Towards the hinterlands

For accurate segmentation, we need to take into account customers’ life journeys and the deeper motivations and anxieties that are shaped by their life experiences.

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Humanising Brands is crucial to Brand Strategy

Brand Personality can provide the key to an effective marketing strategy. It is often thought of as a fuzzy 'tone and manner' concept that only the creative and content teams need to work with. What many marketers miss is how powerful and useful a tool it is to plan all [...]

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The Art of Effective Brand Positioning

A Brand gets positioned in the minds of customers, whether we actively work on it or not. The positioning defines its place in the minds of consumers and shapes its trajectory. It would then make sense to go about it with some conscious deliberation rather than leave it to chance! [...]

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How to identify your target customer segment for marketing

In the last few blogs we have been exploring the idea of using insights to develop winning strategies. In continuation of this series, today we delve into an approach to defining your target customer. In the last blog we argued that focusing on select target customer groups and understanding the [...]

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The importance of focussing on select target customers

In the world of marketing, it's often assumed that the larger your target audience, the better your chances of success. However, this is a misconception that can lead to wasted time, resources, and ineffective marketing campaigns. The truth is, a broader audience makes it more difficult to identify the target [...]

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Why customer insights matter to brands

Steve Jobs rejected customer research, as we are routinely reminded in social media posts every few months. We watch his video dissing market research and read his articulate quotes about how customers don't know what they want. Perhaps this approach worked for Steve Jobs. It may have been his genius, [...]

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A customer-centric approach for Brand differentiation

Today, a key challenge for brands is to differentiate themselves in highly competitive markets. Internet helps customers enjoy tremendous ease of access and they are spoilt for choice in most categories. In their perception, everything else being equal, price becomes the primary driver of what they choose or buy. For [...]

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A marketer’s guide to great customer interviews

A crucial element of marketing success is the ability to understand customers and gather great insights for marketing action. This article shares a few guidelines to conducting great interviews with stakeholders – customers, partners, employees, external experts and more.

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Market Segmentation: Understanding people, not just data

For accurate segmentation, we need to take into account customers’ life journeys and the deeper motivations and anxieties that are shaped by their life experiences.

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