It’s not what your customers pay. It’s how much they are worth.

Jon Swallen, Chief Research Officer for Kantar Media, quoted in AdAge (October 2018) says, “Beauty brands are trying to court and develop the next generation of customers. These are customers who love the luxury experience, but don’t necessarily want the price tag. It’s not simply the price point that determines the (luxury) tag, but a… Read More

Your Market(ing) Has a Blind Spot

It’s embarrassing to admit it has been almost two years since my last post. I’m now inspired, and I can’t promise what will or won’t come of it. The world of marketing continues to evolve at vapor speed. Two years ago Instagram was just catching on. The notion of native content was foreign to most of us. And we still talked about the “awareness-interest-evaluation-trial-adoption” funnel. This model was old then, and today it’s prehistoric. Recent history (and in the discipline of marketing that means about a year) dictates we should be more concerned about the multimodal, multi-path, customer journey and not just getting our awareness (or number of FB likes) up. Read More