“What are all the things that we should do so that our target customers prefer and are
loyal to our brand?” -Brad VanAuken
When I try to think like the consumer I build a customer journey map, often I'll find the pain-points that will point me in the direction to help place the brand above the competitors.
Obviously there are many other insights but being able to make the consumers life better is a major puzzle to solve.
Why is it that marketers are so willing to spend hundreds of thousands on an above the line campaign that has a short life cycle where as they baulk at the cost of brand strategy?
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