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The recessionary mindset we see in society and the marketplace is a significant reset of aspirations and expectations, but it is not the explanation for everything.
It is, however, a big shift in how consumers are engaging with brands. Consumers have become more vigilant and scrutinizing. Hypervigilance is now the characteristic style of shopping and buying. AI is bein...
Never confuse the customer.
Once, at an advertising agency meeting with our IHG client, one of the agencies admitted that their commercials for Holiday Inn and Holiday Inn Express were confusing. The stated benefits for both brands in the ads seemed too similar. When asked what the agency’s solution would be, the answer was, “More money behind the advertising.”
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The standard diagnosis of checkout abandonment treats it as an engineering challenge. Forms are too long. Payment methods are missing. The mobile experience is too slow. Fix the mechanics, recover the revenue.
This logic has driven an entire industry of checkout optimization tools and A/B testing programs. And yet average cart abandonment rates across eCommerce have re...
Most companies lose momentum because their best thinking cannot get through the organization.
The strategy is understood in the room, but not in the field. The portfolio makes sense to leadership, but not to the channel. The value proposition is clear in the deck, but not in the sales conversation. The customer experience is discussed as a priority, but not built into ...
Financial geniuses on Wall Street appear to be happy that there is new leadership at Harley-Davidson, Artie Starrs as CEO. As with the appointment of the previous CEO, Jochen Zeitz, analysts and those with significant monetary Harley-Davidson stakes are thrilled with the recent CEO Starrs change in HOG leadership. In 2020, when Jochen Zeitz, a longtime member of Harley-Davids...