Basic marketing practice generally means identifying a segment of people with common characteristics and then trying to work out what few triggers will attract as many of them as possible.
The myth of the millennial market
Do brands really need a “social purpose” to do good?
By Guy Corbet, Fourteen Forty
The researchers at professional services firm EY reveal four fifths (82%) of us believe a brand’s values must include a clear purpose. This purpose is critical in deciding whether or not we will buy from them.
Saying sorry can be a good business decision
By Guy Corbet
A poorly handled first response makes a crisis even worse
The Apology Clause campaign has been set up to make it easier for businesses to behave with compassion when things go wrong, and to help victims have better recoveries.
That is because too often, when it feels like a business should say sorry, it does not. This may be to a customer who has been let down, or someone who might have had a right to expect better than they received.
Sorry needn’t be the hardest word to say
Together with a couple of others, I have recently launched a campaign called Apology Clause, which we have conceived, created and will run on a pro bono basis.
The campaign aims to make it easier for businesses to behave with compassion when things go wrong, and thus for victims to have better recoveries.
Communications measurement should look forward, not back
Communications measurement should help inform future activity, not simply count what has happened in the past.
That was one of the conclusions from the Measurement Practice’s recent podcast that I took part in.
