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Do you need to own the Customer Journey or just lead the organisation to deliver the best journeys?

So Omobono along with Marketing Week have done a survey of 1,100 marketers worldwide and found that 75% of respondents state that customer experience is of increasing importance in their organisation. In fact 49% state…

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Are you blaming everyone else because you don’t really understand your consumer?

So I read today that according to the World Federation of Advertisers (WFA) three-quarters of major brands are currently reviewing their agency arrangements as a lack of communication and understanding of the consumer undermine the…

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Do your staff really think like your customers?

So I read in Marketing Week that Reebok “believes the best way to understand customers is to employ people just like them.” This means that they can be less reliant on data to understand their…

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Is your Product Dying on your Watch?

When I was a child in the 1970s if I had been ill my mother would buy me a bottle of Lucozade. It came in a glass bottle wrapped in yellow cellophane. With an advertising…

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Understanding your Consumer Journey

I was recently working on a UK household snacking brand and I was struck by a few key thoughts: Like many in this market they were under pressure from every angle: indulgent brands muscling in…