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I love reading articles and listening to discussions where experts and thought leaders explore “The Future Of…” scenarios of key aspects within day-to-day life. Whether it is the future of work, the future of education, or the future of life...
Anyone with internet access can program and launch a customer feedback survey within a matter of minutes. However, as is the case with many things in life, just because you can do something does not mean you should do that...
Why is it that some brands can reinvent themselves in the right ways at the right times and maintain long-standing competitive relevance while others cannot? How is it that some brands seemingly know what is around the corner and had...
A few weeks ago, I was on a call with a client and their marketing team who was sharing some incredibly creative ideas for an upcoming marketing campaign. My creative juices were flowing, my strategic wheels were turning, and my...
Before I get into the topic at hand, go ahead and take a moment to process the fact that we are already nearing the end of March 2021. Crazy, right?! Ok… moving on. As we quickly approach Q2, it is...
If you haven’t read my past few articles covering the purpose, process, and benefits of unlocking your data vault, it’s worth getting caught up before continuing: (Part 1) Unlock the Data Vault: Getting the Most of What You Already Have(Part...
For the past few weeks, I’ve been sharing our approach to “Unlocking the Data Vault” and why it is such a valuable first-step for any brand development project. Whether the goal is focused on marketing, sales, customer experience, internal operations,...
Take a step back and consider what you know about your customers today. Then ask yourself, “is what I know about my customers validated through data-driven insights or are my ideas based on presumptions and past experiences?” When looking closely...
Our process of “Unlocking the Vault” is the first step of a multi-phase approach to strategic brand positioning and development. The objective is to expedite strategic planning and processes by leveraging the insights brands already have. We accomplish this through...
An often-under-appreciated customer feedback project is exploring lifestyle preferences to build detailed customer personas. Modern consumers have rich, full lives and consumer segmentation opportunities exist far beyond traditional demographics. Building strong relationships is all about knowing the individuals who engage...
There is A LOT to be learned by listening to your customers, so it is easy to get carried away when planning a feedback project. We often see brands wanting to cover a variety of topics by planning a long...
In 1985, our family business – MacKenzie – started in a bonus room home office. In 2019, we were inducted into the Cal State Fullerton Center for Family Business Hall of Fame. Having celebrated our 35th anniversary last year, it...
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