Could the Human Touch be the Ultimate Differentiator? Have you ever dialed a customer service line, only to spend 10 minutes yelling “REP-RE-SENT-A-TIVE!” at a voice prompt? We live in a time when automation is supposed to make everything easier, yet it often leaves us craving real human interaction. For sure, one of the most popular buzzwords in today’s business landscape is automation. We’re told every process—from customer outreach to inventory

I recall a moment from over two decades ago, a conversation that might have felt ordinary in another context but as a Marketing professor struck me as profound. A close friend and old partner of mine of mine, Diego Poblete, was advising the Chilean biologist Humberto Maturana (1928-2021) on a marketing communication strategy for his institute (Matríztica). My friend began to explain the fundamentals of “marketing,” describing it as a

Social Media and Brand Community Marketing is an effective marketing tool for companies of all sizes to reach their target audiences with engaging content and messages. When using Social Media, brands have many opportunities to connect with customers; this goes from influencers, brand publics, social ads, and Social Media Brand Communities. Social media Brand Communities have been designated as the Holy Grail of Social Media Marketing. Online Brand Communities are

So what is IMC? According to the AMA, Integrated Marketing Communications (IMC) is “the planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” Let’s analyze this definition : First, we are talking about “a customer or prospect.” In other words, anyone who will be receiving any info from your

It’s not easy! You want something memorable and fun but also has a professional edge to it. In this blog post, we’ll walk through how to create an awesome name for your company. To create a good name for your company, one of the first things you should do is brainstorm. This will involve coming up with as many different words as you can think of that fit the criteria.

Marketing is always about decisions. Many companies and brands want to target every possible consumer; however, this is one of the biggest mistakes a brand can make. Products and brands have to decide what is the right target to be more efficient in reaching them; marketing is about knowing who to focus on and who not to. As a result, segmentation is critical to marketing because it helps a company

Positioning is one of the most important elements in a brand’s success. The positioning defines what your customers should expect from you and what to expect from your product. This article will explore three different positioning ideas that can be used when creating a new brand or even positioning an existing company’s products! The concept of positioning is not new in marketing was first introduced at the end of the