8 Steps to to learn how to create a Human-Centric Marketing strategy
In a business environment that is frenetic, driven by algorithms, numbers, and statistics, the most successful companies are the ones that are able to STOP and look at their consumers as human beings. Understanding consumers as humans means understanding their fears, needs, and tensions, which is what enables a brand to create emotional connections with them.
Where do you look for insights? How do you create successful brand strategies? How can you create more engaging communication?
The answer is simple: STOP and look around you. Marketing is everywhere and in everyone. A lot of famous people are giving free lessons with their examples and success.
What if I tell you that we can learn about marketing from Freud, Descartes, or even Mohamed Ali? What if I tell you that the best example of brand repositioning is Madonna because of her ability to stay relevant, trendy, and popular across time? What if I tell that Donald Trump is more a brand than a politician?
Marketing is everywhere. David Packard, co-founder of HP, once said: “Marketing is too important to be left
to the marketing department.” He’s so right. Whether you’re a business developer, a doctor, or an entrepreneur, you can’t ignore the importance of marketing.
I’ve been in the marketing business for almost a decade. I’ve worked with some of the best-known brands in the world including Danone, Coca-Cola, and Carlsberg. I deal with top executives across various industries and teach at universities. I've made life-long friends and colleagues along the way. I’m also an Adjunct Professor at LUISS Business School in Rome, but I promise that with this book it is neither my job nor my intention to teach you about marketing. Instead, I want to tell you stories about the fascinating field in which I work, using the experiences of my clients, my colleagues, my students, and non-marketing people, sharing with you the results of my journey.
I’ve picked the best stories from my repertoire to entertain you and to inspire you to grow your business, whether you are a CEO, or just launching your first start up. Perhaps you’re new to marketing and are looking for insights into this wonderful art. Or maybe, as a consumer, you’re simply curious about how the whole marketing thing works.
Together we’re going to dive into consumer behaviors, beliefs, and psychologies. We’re going to understand their fears, their tensions, and their worries. We’re going to explore the ways in which smart brands release those tensions with the right communication, at the right time, in the right place. And we’re going to have fun while we do it.
Let’s start this fantastic journey together!