Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

Brands chasing growth through new segments often alienate their most loyal customers. Here’s how to manage segment conflict before it breaks your brand. Segment conflicts matter. Customer segments ...

To learn more about our editorial approach, explore The Direct Message methodology. Every marketer has sat through the presentation. The consultant clicks to the next slide, revealing a detailed ...