Crafted Thoughts Blog

Emotional marketing requires emotional marketers

By its very nature, successful marketing surprises, differentiates, shows empathy, provokes and challenges. It compels and excites, tells stories, promises newness and affirmation, provides heroes (and villains) and loyalty. It doesn’t matter whether you are in the B2B or B2C space, your audiences still want these things. They want to be taken out of themselves … Continue reading “Emotional marketing requires emotional marketers”

What’s a burrito got to do with digital transformation?!?

I recently read an absorbing piece on LinkedIn about how Tressie Lieberman has helped turn around the fortunes of Taco Bell, the US fast food company. Tressie isn’t the CEO of Taco Bell, nor is she the CFO (although she now has a direct line into both of them!), in fact her roots are in … Continue reading “What’s a burrito got to do with digital transformation?!?”

If ‘inventing’ new things, make sure they are actually new

Oh dear, just read another article about Customer Experience and why businesses now need CXO’s (Customer Experience Officers) to create ‘consistent customer experiences across all touchpoints’ and to ‘work beyond marketing to ensure that all business stakeholders deliver these experiences when interacting with customers’. Well, shock horror. If only this had been done before. Oh, … Continue reading “If ‘inventing’ new things, make sure they are actually new”

It’s confusing out there. Let’s make things simple.

Things can be catastrophically complex… Every day there are hundreds, if not thousands, of articles, discussion groups, blogs and tweets about what businesses need to focus on now. There are almost as many new and diverse viewpoints, buzzwords, emphases, job titles, ground breaking initiatives, self help for leaders, new management structures etc. as there are … Continue reading “It’s confusing out there. Let’s make things simple.”

Are B2B decision makers more rational than their consumer counterparts?

Are B2B decision makers more rational than their consumer counterparts? This is a question I have been asked many times recently and one (at face value) for which I have a simple answer. “Yes”. But, if they are more rational than their consumer counterparts the critical questions to ask are “why” and “how does this … Continue reading “Are B2B decision makers more rational than their consumer counterparts?”

Wearable technology. It’s set to change business comms forever.

The launch of the new Apple Watch will change mobile consumption and behaviour forever. This in turn will impact directly and on the way businesses must communicate with customers and the workforce, forever. Two bold statements, but if successful, the new ‘flagship’ for wearable technology will transform the way we consume and interact with information … Continue reading “Wearable technology. It’s set to change business comms forever.”