Tag: Marketing (33 articles)

Buy ratings everywhere, sell ratings almost nowhere — because what's sold isn't a forecast, it's cover.

Zara books exposure under acquisition and hides its names under risk; two ledgers, one budget.

Transsion became the king of African mobile phones without being the cheapest or the most advanced — its answers live in the user's circumstances: four SIM slots, a thirty-day battery, a camera tuned for dark skin.

Diamond members reach a human right away; everyone else stays in the queue. Equal treatment sounds fair — it treats the best customers the worst.

Once the function is free, the price moves into meaning.

By the fifth compliment on his commute, the design had already shown itself.

The same contactless card technology was rejected by Australian rail and adopted by the MTR — a technology's fate lives not in the lab but in the soil it lands on.

An insurer pushed its lapse-prediction model from 89% to 92%, and every point of retention added about 5% to the bottom line. The old nest of profit is not new business; it is the customers who stay.

Paying wages on time is already a serious social responsibility; giving little is not the same as being irresponsible.

Kodak's leadership saw the digital future early and still nearly vanished: the resistance never lived in the boardroom's judgment, it lived in the organization's skill structure. For innovation to survive, it has to be the CEO's job.

A high repeat-purchase rate is not loyalty. The customer matrix has a quadrant built for this: they buy again and again — and cannot stand the company.

Remembering a name is the smallest unit of service; technology only scaled it.