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There’s a reason why McKinsey & Co is a household name. The number of classic strategy tools, methods and frameworks that originate from this stable is simply astonishing. This week we will be looking at yet another classic McKinsey framework, the Consumer Decision Journey. Read more
We like to keep a periodic eye on the developments in the area of brand turnarounds. In many ways brand turnarounds can be viewed as being a bit like a visit to the operating theater of marketing: it’s a chance to get an inside look at what makes good branding and what makes weak branding. You can watch in real time as skilled operators try to perform open-heart surgery on a struggling brand. Read more
There are many reasons why it can be very useful to drill down into the details of what society is thinking. You might want to extrapolate broader cultural trends in order to formulate your business strategy. You might want to dig down into market segmentation. You might want to get a clearer picture of who your customers are. The data that people provide about themselves via social media is one incredibly rich source of this kind of information. Read more
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