If accelerated transformation was the theme of 2021, brands quickly figuring out how to be customer-obsessed in ways that enabled them to be more intuitive to customer needs, while also being mindful of providing value each step of the way, was this year’s Holy Grail. As we move into 2023, with people’s emotions at an […]
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Hearts & Minds
The BRANDthrō Blog
The perfect storm of break-neck level transformation, the pandemic and proliferation of blockchain technologies designed to eradicate the middleman and create more DTC relationships, has equated to a changing power dynamic between brands and consumers. The latter are more in control than ever before and the set of criteria for the brands they do business […]
For those who have been weathering the rampant pace of transformation these last few years, the emergence of the CIO as a leading player in bringing empathic experiences to scale should come as no surprise. As the push to use data to pivot from transactional relationships to service-oriented ones ensues, a human-led design approach is [...]
In a recent piece on the rising need for more informed emotional intelligence (eQ) in customer experience (CX), Information Week nailed it by saying: “Humanizing the digital experience is much harder than it sounds because it involves much more than just putting a happy face on software.” I couldn’t agree more. Using a perfunctory smiley [...]
The topic of digital transformation has been top of mind throughout the pandemic, with the pace of it taking place at speeds never before seen. Some may think that wave is behind us, yet the reality is that transformation will only continue to accelerate in the years ahead. This is due to an increasing shift [...]
More than ever before, as marketing continues to be at the forefront of digital transformation, the function must work aggressively to pivot from being a cost center to a true driver of growth. To do this, many critical organizational shifts need to take place ranging from cultural changes, to insights infrastructure build outs that drive [...]
The topic of consumer data privacy is quickly reaching a tipping point. With companies like Google and Apple putting more stringent rules around data privacy, the bar has been raised on providing superior customer experiences that don’t cross the line from being welcomingly intimate, to creepily invasive. With the demise of third party data, brands [...]
One thing has become clear amidst the pandemic and that is that digital adoption rates have skyrocketed and DTC has become the new norm. The need for brands to continually innovate to bring consumers value in different ways, each and every day, only continues to escalate. In order to be successful, consistent online and offline [...]
More than ever before, marketing needs to aggressively move from being seen as a function or cost center, to a true enabler of unique customer understanding that can be directly correlated to growth. The path to doing this is riddled with challenges, particularly for those who have been weathering the rampant pace of transformation these […]
The age of direct to consumer is upon us and with it has come rising customer expectations and a need to consistently push to elevate the customer experience (CX). Consequently, the new strategic imperative is to improve 1:1 customer intimacy at all costs. This is quickly leading to rising consumer expectations and a need to […]
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