The messages curated and shared by a brand have, historically, been perceived as the brand story with its loci of control being within the organisation. Customer feedback has been taken in by an organisation and managed. However, with the addition of the digital space...
Exposure surrounds the purchase decision-making process. Google defines exposure as “…the sum total of all the advertising emanating from a category that you’ve seen or heard…is not a stage, or a phase or a step. It’s an always on, constantly...
Over time, we’ve evolved in terms of how we’ve used technology to assist us with our buying decisions. The attributes we used to use to narrow down the range of brands we consider has changed. We don’t want any ‘product name’, we want the one that best meets our...
Gone are the days of receiving a call, a price is agreed and a sale made. Yet so many salespeople are still living as if this is the case. To stand out, to be remarkable, we have to get comfortable in what Google’s terming the ‘messy middle’. They define it as...