When ‘The Little Things’ Can Have The Biggest Impact

Last week a hotel where I booked accommodation surprised me with something I’ve never seen before. We’ve all had that experience where you get to your hotel and settle in only to discover the pillow is not comfortable, leaving you disappointed and frustrated. But this experience was different. After I progressed through the booking and Continue reading

Be Smart About How Your Business Partners With Tech

Last week was not a good week for me banking wise – I misplaced my bank card and forgot to pay my credit card bill. It was thin ground to be walking on considering my back-up bank card was due for a replacement. But what pleases me over and over again is how convenient it Continue reading

Caring Is Daring and Intimacy Is Key: How To Maximise Your Brand Value

This opinion piece by Pip Stocks originally appeared in Marketing Magazine. In their book The Discipline of Market Leaders (1997), authors Michael Treacy and Fred Wiersma describe three competitive strategies for businesses to employ to get ahead: operational excellence, customer intimacy and product leadership: Operational excellence is about cost leadership.  Think Kmart. Customer intimacy is anchored in service, Continue reading

Why Disruption Is Not Always Tech Dependant

Disruption in marketing is always a hot topic; the conventional wisdom is that a new product, typically providing a previously unavailable technical solution, is the only way to disrupt existing stable categories. And tech solutions have been amazing game changers in many categories; resource sharing concepts such as Air BNB and Uber which would have Continue reading