Diversity + Inclusivity = Profit

Ah, the season of mists and mellow fruitfulness.  Unbelievably, it’s autumn already.  Always a funny time of year – the leaves may be going brown and the nights drawing in, but it’s also a time of new starts – back to school with a shiny new pencil case and a renewed enthusiasm. For much of this year, I’ve been recharging my mental batteries by taking some time out from the hurly burly of [...]

A Valuable Lesson in Customer Insight

I was recently reminded of the importance of one of the most basic rules of marketing – never try to second-guess your customers. One of my current clients is developing a holiday centre in the UK countryside and I’m helping them with the branding, marketing and launch strategy. I started with all the usual things; spoke to key managers, visited the site, understood their business plans, did the desk research etc.  Next on the list [...]