You don’t have to break the Internet to stay on brand

Image courtesy of Stuart Miles at Regardless of how you feel about Kim Kardashian, she is consistent in her quest to stay relevant. In life science marketing, we would never recommend that our clients pose in the buff, but we insist that they are consistent across all of their touch points – [...]

We are watching you: User and Customer Research

The terms User and Customer research are sometimes used interchangeably, and while there can be some similarities between these two types of research, there are distinct differences.  In general, both of these types of research focus on understanding behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies.  However, that is where [...]

By |Brand, Branding, Marketing, Research|

If life gives you commoditization, expand (but don’t forget to differentiate!)

Frank Diana, Global Head of the Digital Enterprise Solutions Team at Tata Consultancy Services (TCS), paved a road map for becoming an emerging digital enterprise. In this exceptional 6-part online series featured on Perspectives, TCS Consulting Journal, Diana presents a compelling case for organizations facing commoditization of their products and services. In his 2nd installment, [...]

By |Brand, Branding, Marketing|