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Last october, Richard H. Taler received the Nobel Prize for Economics for his work on psychological and social mechanisms which enter into action in our decision-making. In his book 'Nudge' with Cass Sunstein he lays out his theory behind nudge marketing.

Nudges? They’re little influences that softly and subtly steer a consumer choice, based on fine understanding of human decision mechanisms.

Softly as no one likes being forced or manipulated. This choice architecture takes into consideration how people chose before building any choice context. Examples? It can be an opt-out that gets a trillion times more conversions than an effortful opt-in (Defaul...

I. DEFINITION

Differentiation is how your brand is set apart from competition. Without differentiator consumers have no basis for choosing you over competitors (or maybe just price?). “Differentiation is the essence of strategy, the prime source of competitive advantage.1High-growth firms are 3x more likely to have a strong differentiator”.2

To have an impact on growth, differentiation must be perceived. It only becomes a Unique Selling Proposition (USP) if you’re able to communicate it.

But before we talk ‘being different’, we need to tick all the boxes of “Relevance”. Do you have what it takes to play in this category? To be relevant as a car bran...

When thinking of marketing strategy, we think of media plans, digital omnipresence, events, packaging or a website. People don’t often think of Marketing when considering the customer experience (CX). Isn’t that Sales’ responsibility? Or customer service? Or for B2B, isn’t technical assistance or the maintenance guys that are most in touch with customers?

Brands have a variety of touchpoints at disposal, but these touches are not sent out by 1 team. They are handled by different silo’s. The problem is that for customers, the brand = the brand. Whether on the phone, website, facebook, in shops or franchises, in an ad or through interim sales boys at...

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