Tag: user design

• Measuring what matters: what marketing dashboards don’t always show

  Marketing guidance | A guide to design campaign measurement strategies that help develop a clearer shared understanding of what the data is really saying.
• The cost of following what’s trending

  Perspectives | Brand optimisation often leads to a dilution of identity as campaigns increasingly rely on trends, resulting in indistinguishable messaging and visuals across companies, thereby undermining long-term distinctiveness.
• What Millennials and Gen Z actually want from brand storytelling

  Perspectives | Exploring changes in digital storytelling for Millennials and Gen Z, focusing on relevance, timing, tone and how brand recall is built over time.
• Rethinking channel strategy in B2B marketing

  Marketing guidance | Reassess B2B channel strategy by focusing on the moments that matter. Align channels with buyer behaviour for better results.
• The myth of the predictable customer journey

  Perspectives | Customer journeys are no longer linear. Learn why predictable funnels fail and how experience-driven strategy drives growth.
• Why every brand campaign needs a Narrative North Star

  Perspectives | The most helpful thing is to find a single guiding idea – something everyone can point to – when communication feels scattered.