Author ‧ Michael Kwolek

Aligning your business around an experience that serves customers’ needs fully, every time - this requires a deep understanding of their motivators, needs and behaviors in the context of the market and the larger culture. You’re not going to get there with some...

We’ve built our practice around staying ahead of the curve in modern marketing. So it may seem a bit ironic that we believe the next wave in serving customers well is something much more analog.

Insights are the foundation to making confident business decisions, finding valuable opportunities, and continually improving the customer experience. Strong insights align teams around a common understanding, while bringing clarity and coherence to strategies. At...

Seth Godin’s recent blog, “The elegance of nothing”, does a great job of illuminating what a brand is and why it is important. A brand is not merely an advertising slogan or a logo — it is the design of a coherent and nuanced customer experience.

“What is an insight?” This question that has caused many a marketer confusion, which is unfortunate because insights can be powerful tools for sparking better ideas and more resonant creative work.

In a world where technology evolves ever more quickly and opportunities to communicate multiply, as marketers we can easily get caught up in shiny new things. So it pays to step back and remember that our work is really all about serving customers, not trends. We...

If it feels like the marketing industry is speeding up, you’re right. The platforms, technologies and techniques we have at our disposal morph and multiply each week. And consumer behavior seems to shift just as frequently. Here are some fun stats:

Ever get the sense your marketing team has great ideas but they never seem to turn into engagement? Great ideas are just that…great. But they don’t really mean anything if your audiences don’t experience them.

Brands are everywhere - from toilet paper to microchips, everything is branded. Brands help us understand how products work, what makes them unique, and even what they stand for. No software company hoping to make a name for itself would strive to make a decent...