Sometimes digital seems so core to our everyday business life it is easy to forget the radical shifts it creates. Often (as with freemium) those shifts mean entirely new ways of doing business. But just as often a digital shift impacts a long established business...
Value = (benefits – costs) This equation is the most fundamental conscious or subconscious calculation made by a customer when comparing products, or purchasing goods and services. For a couple of reasons, it also presents a real challenge for marketers: A, Benefits...
Changing a customer’s worldview is hard, expensive, and may even be impossible. When looking at the problem there are other solutions you should consider. In 2007 Lion Nation managed to turn a negative worldview issue into a positive for their brand Steinlager Pure. A...
