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Staying close to your customers
Why customer experience still matters amid COVID-19 and social distancing.
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Mind the gap: Why what a brand promises and what it delivers matter
What happens when there is a mismatch between what a brand promises to its consumers and their actual experience? Fiona Moss explores the promise-experience gap, the benefits of aligning the two and the pitfalls of over-promising.
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The third moment of truth: Why sustainable packaging became a corporate necessity
As environmental attitudes and consumer shopping habits change, packaging offers rewards for brands who demonstrate leadership on sustainability
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Customer Centricity: from Stance to Reality
More than ever, customers have a powerful influence on their relationship with brands. Their voice matters and they can have a strong impact on a brand’s behaviour.