Human Centric Segmentation

Human Centric Segmentation

Why people do what they do People buy for emotional reasons and then look for rational reasons to explain those emotional decisions. More and more marketers, in B2C or even B2B, are recognizing this primary driver of purchase decisions. They are charging out of the...
Performance Alignment

Performance Alignment

Getting things done requires the support and commitment of a lot of people inside and outside the company. It is not enough to tell them what you want to do; you must involve them. The ancient Chinese proverb “Tell them and they will forget. Show them and they will...
Experiential Marketing

Experiential Marketing

As marketers, we talk a lot about the brand experience being the cumulative effect of various brand features and benefits that fit the emotional and functional needs of targeted customer segments. But along the way we get lost in agency briefs and the various...
A Change in Society as Reflected on Facebook

A Change in Society as Reflected on Facebook

The phenomenal success of “You are from Rimini if” Understanding why people do what they do has always been my passion. A key aspect of our jobs as marketers is to deeply understand human behavior and to observe how entire societies move in different markets. Even...