Brand Strategy Beats Price Tactics
Performance Marketing
My nose may not have been bloodied and my body dragged off a plane, but I faced my own travel crisis this week. And that experience proved that one company’s [...]
What Customer-Centric, Customer-Obsessed Companies Must Do
Performance Marketing
In building relationships with and value for customers, my longtime observation is most organizations tend to progress through several stages of performance: customer awareness, customer sensitivity, customer focus and customer [...]
JWT Joins Google’s Creative Roster
Brand Marketing
Add JWT to the list of creative agencies that work for Google.
‘At-Risk’ Customers: Do You Have a System for Identifying, Stabilizing Them?
Performance Marketing
About a decade ago, my consulting colleague Jill Griffin and I identified seven distinct customer life stages for our 2001 book, "Customer WinBack." These life stages, or components of the [...]
Perspective: Something Borrowed
Brand Marketing
You almost have to feel bad for car-rental companies. OK, wait—not in the fiscal sense. Enterprise Holdings (parent of the Alamo, Enterprise and National brands) did $2.2 billion in business [...]
Take Command of Marketing Data Governance—Because We Have To
Performance Marketing
The emergence of "big data" as an enterprise concern for many businesses and organizations is, as with most trends, both an opportunity and a concern. I recently was involved in [...]