Understanding the consumer decision journey

Understanding path-to-purchase is vitally important to any product success. This gives you opportunities to better understand how to win consumers and also how you may lose them. While I don’t have any mind-reading techniques to share, there are ways to understand the inner thinking of a purchase decision. One way …

Building personas for B2C and B2B businesses alike [template]

Persona is an effective tool to align your entire organization on the target market.  This alignment can drive more targeted content creation among team members.  This alignment can ensure that products are developed with the buyer in mind.  Personas can be shared via presentations.  Personas can be printed and hung onto …

Step1: Define your target market to get started

Strong brands deliver value to the buyers.  However, in order to deliver value, you must first be relevant.  In order to create relevance, you must first make a connection.  In order to create a connection, you must first identify your target market.  Therefore, before you can begin to think about marketing or even before …

Case Study: Something everyone can learn from Rolex

From the top of the world to the bottom of the sea, Rolex proves dependable (Rolex advertisement, 1954). It’s a brand that has stood the test of time. Rolex means comfort, opulence, and dependability. Many of world’s most popular sportsmen love flaunting a Rolex: Tiger Woods, Roger Federer, and Phil Mickelson …