When Lululemon announced they had launched a loyalty program, they became the latest brand to shift focus from their core business to take a new direction. As the likes of Staples and Apple have shown, this services-over-product approach can be key to moving forward and adapting to the new behaviours of today’s consumers. In thisRead more
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Since Danny Brown and I published Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing, the practice of influence marketing has continued to expand beyond simple social scoring. In fact, social ranking/scoring is all but dead (save for the popular “top XX marketer” link-bait blog posts that continue to addRead more