More communications... or better marketing? We are in the midst of a global health pandemic and mass email = the go to tactic to make a statement.

These uncertain times test whether companies are customer-centric… in actions not just words. It’s time to stand up if you want to make a difference.

The true role of marketing has never been more important. #covid19 #inittogether #remotework #marketing #experience

This is the experience era, where experience is the difference. It’s where amazing experiences lead to amazing endorsements.

And independent endorsements represent the most powerful and trusted source. That’s why endorsements matter… more than ever!

So what are the big things to think about and does your business have that ‘tipping factor’? #experiencerules #endorsementrocks

Overwhelmed consumers are seeking simple, seamless and easy lives. So it’s important to address ‘pain points’ and be part of the solution! But it seems that too few businesses truly adopt a purpose-driven and customer-centric approach. According to Bob Hoffman, "we need to get back down to earth!"

So what are the 3 big questions that help to assess brand strength? #marketingtrends

And what does milkshake marketing have to do with it?! #designthinking #jobtobedone

This sounds obvious, right?! But believe it or not, way too many brands have a tendency to inflame problems during the critically important hour of need.

The reality is that being customer-centric is all too often constrained to written words in annual reports and the About Us section on the website.

So it’s time to refocus on anticipating and solving customer problems! #marketingtrends

To be crystal clear from the get go, it’s the word I mean, not DIGITAL digital! Honestly, we could not be hyper connected, clued up and always on without it.

So when do you think ‘digital marketing’ will once again be marketing, and ‘digital strategy’ will once again be strategy? Or will it change at all?

I guess only digital time will tell! #marketingtrends #wordtrends

As businesses aspire towards digital transformation with ‘customer-centricity’, acronyms including X have been hot, because “your brand is defined by those who experience it.” 

That's why 87% of people prefer to purchase from a brand with a personalised experience that is “seamless, enriching and assisting.”

So ask yourself, does you brand behave like a consumer concierge?! #marketingtrends

How on earth did this happen?! It really doesn't feel like that long ago that I was starting out and trying to make waves in the marketing industry. But at the end of 2015, I ticked over 20 years as a marketing professional.

Well a lot has changed! But a lot has not changed!

There’s never been a more exciting time to race at the intersection of creativity, psychology and technology. And the marketing function is well positioned to take a leading role.

Starting out with the well-known 14th century proverb “the proof of the pudding is in the eating”, we tested the notion that the “SOCIAL proof of the pudding is BEFORE the eating!”

So to fully test something, do you actually need to experience if for yourself?

Well not necessarily! Perhaps now you will never test it if other consumers or experts that you rate don’t rate it. The days of bluffing it are over. You can no longer fake it … it has to be earned.

To build a strong, differentiated and purpose driven brand, there must be absolute alignment between what you ‘do’ and what you ‘say’.

That is, your brand communications, company behaviour and customer experience must sing in harmony.

But this brand alignment does not mean an aspiration of perfection. In the age of conscious capitalism where humanistic brands are thriving, the flaws are expected.

In this complex, rapidly changing and energising world, business as usual is simply not good enough.

That’s probably why innovation and disruption are two of the most used terms right now. But the myth to be dispelled is that innovation is only for the ‘chosen few’ who can dream up amazing ideas seemingly out of thin air.

This is where design thinking takes centre stage. Design thinking and doing is a team sport. So always keep in mind that “enlightened trial and error succeeds over the planning of the lone genius!” (IDEO)