markdisomma

In retail, consumers are increasingly using multiple touchpoints in all sorts of combinations and places. Those that did so spent on average 4%+ more on every shopping occasion in store and 10% more online than single channel customers. ow.ly/lE1z50ifKbY

McKinsey research shows a clear distinction between helpful and timely interactions that customers now just expect vs those they see as value-added and worth paying more for. ow.ly/oRu650ifK5Y

While digital interactions are easy, they are not necessarily as ‘sticky’ as when people invest the time to seek out face-to-face help. ow.ly/1kSg50ifK5B

The strategy of strategy. In the face of huge numbers of strategic frameworks each claiming to outclass and outperform their predecessors, how do you decide which approach to take? First truly understand the dynamics of your business environment. ow.ly/Ezyi50icHoe

Brand influences the effectiveness of an idea because it decides receptivity. We often think that disruption makes brands, whereas it can be brands that make disruption. ow.ly/BHiz50icHQc

The focus of over-commitment. Do one thing to an extraordinary degree. Why every brand should challenge but not every brand can or should be a challenger. ow.ly/TbTK50icHnv

If you're a market leader today, chances are you need a market strategy to take you forward and an equally powerful and complementary counter-strategy to reply to what's going on around you. ow.ly/u2gf50icIku

@deniseleeyohn Pleasure Denise. You might enjoy this piece on the power of-est and out. ow.ly/5syn50icI4z

xlnt piece @markdisomma ! thx for the shout-out! twitter.com/markdisomma/st…

This still stacks up for me as one helluva question. ow.ly/5syn50icI4z

It’s curious to me how so many brands continue to think of themselves as competitive but in a very uncommitted way. @deniseleeyohn is right. You can’t just be an -er brand. ow.ly/NX3e50icHmn

A lot of brands think of themselves as challengers. Here are 4 specific occasions to pull the gloves off and choose to challenge, and 6 things about challenger brands you may not have realised. ow.ly/Ues150icHIy

@MeganSheerin The thing that fascinates me particularly @MeganSheerin is this dichotomy between how interactions build trust and yet our trust in the platforms they take place on is fading. That's some kinda tension don't you think?

Why do emotionally appealing #brands inspire loyalty + love? Trust is chemical. #brandstrategy #CMO #creativeagency

Brand trust has a number of curious dynamics. It differs across sectors and across countries. Its basis is chemical. And it’s subject to fascinating contradictions. ow.ly/fldn50iao6e

It’s ironical isn’t it that at the very time when brand trust seems to be declining, this may also be the perfect time to concentrate on being truly trusted. markdisomma.com/2017/08/06/bui…

@BruceMctague Thanks Bruce for your kind comments. Appreciate you taking the time.

why read: "Trusted brands advocate for a future that people want to see happen, and, through innovation, acquisition & growth, they are seen to be actively pursuing that vision." excellent piece. the heck with trust & brand, this is how to build a successful business.

@bruceclarkprof Thanks Bruce, glad you liked it.

A nice summary of research on #trust and #brands, with guidelines to link the two. #marketing

In a world where so much is deemed fake, how do you inspire customers to trust in the brand you’ve worked so hard to build? markdisomma.com/2017/08/06/bui…

We get change making wrong according to Kristi Hedges because we try to sell in change instead of giving people the time and the tools to buy in. ow.ly/HBUK50i3y3r

People have four reactions to change that they don’t understand or agree with: fear; delay; pandemonium; or ridicule. ow.ly/zpQa50i3y3S

Whether we think of ourselves as change makers or not, many of us need to be able to pitch the case for change to those around us or our clients. ow.ly/VKMX50i3y2a