Marketers have many choices about how we interact with existing and potential customers. We can be selfish, doing things for short-term revenue hits that annoy our best customers. Or we can build fans by focusing on what’s best for long-term loyalty.
Have you been following the introduction of Max, the rebrand of HBO Max? It’s crazy! Parent company Warner Bros. Discovery took a decades old brand, HBO, a pioneer in the world of delivering video content, and stripped away the brand equity.
Marketing is much more than generating attention. Every single interaction an organization has with an existing or potential customer is important. The way the telephone is answered (or routed into phone tree hell), the ease of making a payment (or not knowing what a bill is...
When a customer begins the buying journey for a complex sale, he or she usually wants to learn about their sales representative. This is true of both big-ticket consumer purchases as well as B2B products and services.
When organizations set out to provide a product or service, they typically make the crucial mistake of believing that they are only there to provide that product or service—as if they’re merely there to fulfill a transaction.
This is the subject line of a recent email I received: Your CitiBusiness® / AAdvantage® Platinum Select® World Elite™ Mastercard® account has been credited. Yes, an 11-word subject line contained 5 trademark symbols.
Last week, tickets for the first dates of Bruce Springsteen’s 2023 tour went on sale via Ticketmaster. Features built into the ticketing platform including “Verified Fan” and AI-powered dynamic algorithmic pricing of “Platinum Tickets” did what they are supposed to do, respo...