How to Use Customer Profiles for Making Better Marketing Decisions

Also known as personas, customer profiles are customer types created from an understanding of the typical audience generated from customer research. It involves focusing on the different goals and scenarios the customers may relate to when interacting with a specific touch-point, such as websites catalogs or shop floors. Customer profiles are generated to represent the […]

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What Purpose-Driven Marketing Entails

The world is changing. Today’s decision-makers have very different values and attitudes towards consumerism than the generations that came before them. For decades, brands have marketed in a reasonably consistent way. These days, the difference between a great brand and a good brand is one thing—purpose. People have developed strong self-awareness. They hold themselves to […]

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6 Misconceptions About Public Relations

Public Relations is a billion-dollar industry in the US. They work with many types of individuals, from professionals and corporations to brands and a lot more. Even if the job description sounds pretty self-explanatory, a lot of people still confuse it with something else because of the many different departments the industry operates in. In […]

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