Fresh off the back of my latest long-haul to L.A.—and inspired by conversations about what’s popping and how to future-proof—here are a few need-to-know insights and trends for Kiwi brands expanding to North America.
Some say, “differentiate or die.” Some say, these days it’s tough to lead and win based on “different.” Better to be distinctive. But when it comes to brand-building in today’s complex and crowded world, is a single school of thought really the best (and only) way?
Relevant brands tune into signals, pick up on needs and desires, and move to meet them—creating connection and delivering value and loyalty. But loyalty doesn’t usually happen in an instant or via a single, spectacular “purchase” experience. Here’s how to win a series of “micro-moments” throughout the customer journey.
Whether we’re clients or the agencies and consultants working with them, there’s typically a ton of emphasis on what “great” looks like when it comes to execution. But figuring out whether you’re actually a fit takes far more than that. Here’s what to consider, and what good agencies-slash-consultants-slash partners have in common.
If you’re a strategist or you partner with them, here are a few things that might help you become better, faster or more thoughtful. (And make doing the work far more fluid and fun.)
Strategy’s getting a bad rap these days in some circles for ‘slowing things down.’ But it isn’t the enemy. A good strategy shows you how to stay focused AND be flexible.
Whether they’re consumers, businesses or our own teams, what people want is often what they think they need—to solve a problem, jump on an opportunity, do more and better.
Sometimes they’re bang-on. Other times, it’s a delicate dance to balance results and the client relationship.
Often the presenting problem is exactly that. It’s the one that’s easiest to fix or most visible. It’s surface level. And while it’s still a problem, it might not be THE actual problem that needs solving.