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.
Tag: Insights
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 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.
Tracking Indian Society: Whose stories do we love?
History is written by the victors. Whose stories do we love? In a recent interview Arundhati Roy said we have successfully erased the poor from our consciousness. This is why we were shocked when we witnessed the distress of migrant labourers walking hundreds of miles during lockdown. Look at the [...]
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