Any company that does it needs to think carefully about rebranding. A rebranding takes a lot of time and money, whether it’s because of a merger or acquisition, changing customer wants, or a crisis. The ROI, on the other hand, can be huge. A good rebranding can give a business a new look, boost its value, and open up new growth opportunities. Here are seven important lessons I’ve learned in the 15 years I’ve worked as an internal team member and an external expert for global B2B technology companies during rebranding projects.......
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In the ever-changing world of consumer packaged goods (CPG), my interests have centered on brands, consumer behavior, behavioral economics, and the fascinating field of artificial intelligence. What fascinates me the most about this scenario is AI’s ability to boost efficiency and innovation. AI: A Driver of Creativity and Efficiency AI is more than simply a tool; it is a revolutionary force for innovation that complements rather than replaces human intelligence. AI will significantly impact the workplace and the roles of those who work in creative fields. Many people I meet with discuss......
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Artificial intelligence (AI) is establishing itself as a game-changing force in the consumer experience (CX). AI’s capacity to process massive quantities of data and drive automation at scale enables organizations to provide tailored, frictionless CX journeys that inspire loyalty and satisfaction. This article looks at how great firms use AI to change the customer experience in three key areas: clear messaging, frictionless interactions, and tailored experiences. Clear messaging. Effective communication is the foundation for developing a great brand. It is also one of the most commonly disregarded parts of the client experience.......
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The consumer experience has completely transformed from anonymous transactional to individually helpful. To continue to be useful to consumers, retail brands must seamlessly integrate and be present throughout the customer journey. They must deliver genuine value in the right place at the right time. Consumers base their purchasing decisions mostly on web research, rather than on product packaging, benefits, or customer service. How does that research look like? Searches for comparison guides, ingredient descriptions, brand and product reviews, and so on. Brands that proactively deliver the information their audiences seek will develop......
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