Saving customer rapport in the age of the machine

By Craig Honick / July 15, 2019 / 0 Comments

Arguably the hottest thing in marketing right now is the use of machine learning /AI to identify primary customers and personalize the customer experience. The capacity for technology to learn and predict customer preferences and needs enables marketing leads to feel as though they are relating to customers as individuals and, by extension, building personal…

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Looking for loyalty in all the wrong places

By Craig Honick / January 7, 2019 / 0 Comments

Most organizations consider brand loyalty to be the brass ring. It means increased lifetime customer value, savings on customer acquisition costs, and speaks to an enduring reputation. But how do most companies go about securing brand loyalty? Let’s take a look: They might encourage you to accumulate valuable data on their platform that is very…

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59 Minutes of Branding

By Craig Honick / October 4, 2018 / 0 Comments

So, Albert Einstein is famous for saying that if he were given one hour to save the world, he would spend 59 minutes framing the problem. Not for the faint of heart, but who am I to question Einstein. I’ve done some thinking about this lately though, and the more I think about it, the…

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Whose Rules Are You Following?

By Craig Honick / August 22, 2018 / 0 Comments

In our daily lives, some of us like rules, others don’t.  Depends on your personality and world view. In our social and business lives however,  increasingly we are relying upon rule-based processes:  search engines, lending, investing, the computers that tell our cars, phones, and air conditioning what to do — these all operate on rule…

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Is Your Brand Strategy So 20th Century?

By Craig Honick / September 29, 2017 / 0 Comments

If the 20th century will be remembered for being the “media age,” the 21st century, so far, will be remembered as the “social age.”  How brands are marketed and understood are different for each age.  In the “media age” brands were predominately marketed one to many — as in driven persistently to the consumer, often by large companies with outsize advertising…

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