Creating a demand for something you can’t deliver will hurt your brand reputation and your bottom line. A solid marketing plan is crucial to support growth as you’re scaling a company. But how do you know when you should flip the marketing switch and go live? The answer is pretty intuitive: not until you’re ready. The secret is […]
For strategic advantage and breakthrough innovation, build diverse teams that take an empathetic view of the customer experience. Apple’s iPad, Nike’s Flyknit sneakers, Hint Water. Creative design delivered the breakthrough success of all of these products. Instead of starting with an existing formula already in the market, the designers focused on an unmet need: to […]
All the referral program magic in the world won’t help if your customers don’t like your company enough to send their networks your way. Nielsen data suggests that “Ninety-two percent of consumers trust referrals from people they know.” Combine that fact with the way startup-world unicorns Uber, Airbnb and others have used incentivized referrals to drive their viral growth, and […]
Rebranding is an incredible challenge for any company, and the uniqueness of the task guarantees there will always be new things to learn. Rebranding is an incredible challenge for any company, and the uniqueness of the task guarantees there will always be new things to learn. You might say that some of the lessons are […]
How can you connect with millennials and Gen Z? College students represent an exciting market opportunity for many brands. These students, usually aged 18-24 years old, are just starting to create what could be life-long relationships with companies and brands in a variety of industries. It’s an ideal connection for brands because while students’ brand […]
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