Brands need to attract and retain customers to grow. But this is easier said than done. In a crowded and commoditised market you’ve got to stand out from the competition. And once you’ve won a new customer, you’ve got to give them a good reason to stick with you. This is the case for experience-led …
When you’ve got lots of competitors, how do you ensure you stand out? For photographers, having a unique angle is a way to stand out in a gallery, helping people to notice the picture and inspiring them to think or take action. In marketing this is known as ‘differentiation’ and working out how to differentiate …
Building a strong brand is more important than ever. Brands play a huge role in the decisions we make as consumers and employees by providing familiarity, reassurance and an understanding of what to expect. Brands also make us do irrational things, like paying twice as much for a shirt with a desirable logo. Brands convey …
Product-led growth (PLG) originates from the SaaS industry (software-as-a-service), where the emphasis over technology purchasing decisions has shifted from a single executive buyer (such as the CIO) making decisions, to individual employees and teams choosing the best tools they can find to help them do their jobs. OpenView Partners define PLG as: “a go-to-market strategy …
The balance between customer value and business value can be hard to maintain. For customers, value from a product or services lies in its ability to solve a problem that is preventing them from making progress or being able to enhance their lives. For businesses, value ultimately gets measured in revenue and profits, with the ability to …