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Marketing Strategies

Human Experience Marketing Strategies

Branding for Non-Profits: Achieving Greater Impact Through a Clearly Defined Brand Purpose

By Kim Osborn Contributor: Sharon Ben-Dov During recent natural disasters such as hurricanes Harvey and Irma, millions of dollars were donated by citizens and businesses eager to help victims. But how many donations were made just by clicking a link on Facebook, without a true understanding of what these organizations stand for and what they do? How do donors know with confidence which organizations to support with their time or financial resources? Especially in more urgent situations, most people don’t…

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Marketing Strategies

The Purposeful Brand: The Path to Meaningful Experiences

By Joanne Lee & Kim Osborn As competition rises, companies are focusing more and more on Customer Experience (CX)– not as a siloed function, but as a disciplined ethos that permeates every area of their business. But there has to be something at the core that continually inspires that discipline and unifies the organization. Something more human. That something is your Brand’s Purpose. Companies that recognize the critical link between their brand and the customer experience will ultimately elevate and…

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Marketing Strategies

Innovation Through Experience – Georgia Marketing Summit

By Elizabeth Searcy At the recent Georgia Marketing Summit, I spoke on a panel about B2B (business-to-business) marketing and how organizations must remain agile to succeed in today’s business ecosystem. Along with representatives from UPS, NCR and Centerline Digital, I discussed themes around how B2B companies can rapidly improve customer communication infrastructure, get up to date with marketing technology and execute on campaigns in sophisticated ways. Here are some of the key takeaways from the conversation: Elements of B2C (business-to-consumer)…

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Human Experience Marketing Strategies

The New Agency of Record: The CX AOR

By Mike Lang 15 min read time The AOR should be considered alive and well: Today’s market-mandated focus on CX and its complex interactions call for unifying guidance that the best advertising AOR relationships once delivered—in the form of a CX AOR. An AOR serves as a vital “spiritual advisor” across all CX efforts: A CX AOR can quickly learn your DNA, push your thinking, awaken and align your teams with a refreshing objectivity and see connecting threads across multiple…

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Human Experience Marketing Strategies

Personas: An Experience Design Tool

By Rob Sherrell 15 min read time Personas provide organizations with deep customer understanding and a living road map for all aspects of designing the customer experience. They enable human-centered design and serve as a catalyst for customer centricity, experience-based differentiation and enterprise transformation. The result? Your customers’ expectations are exceeded and your business grows. Learn how well-crafted, fully adopted personas can help your organization achieve: Decreased costs Improved sales Deeper competitive advantage Enhanced engagement Improved business performance Download the…

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Foresight & Futures Marketing Strategies

Story Making: Essential to Designing & Delivering Human Experiences

By Leigh Cook 15 min read time Stories are emotional adhesive that forever bond us and become our personal keepsakes. Brands that effectively engage with their customers on an emotional level create the most positive sentiment that drives loyalty and inspires advocacy. Storyboarding and story mapping enables cognitive design. When a brand reframes products and services as media story worlds, the customer’s experience of them can become truly ubiquitous in culture. Consumers are a brand’s ultimate storyteller. In this age…

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