Welcome to the Razor Branding blog, dedicated to the promise behind the brand.
Here you’ll find tips, knowledge, opinions and insight, as seen through the eyes of The Russo Group – a strategic branding agency.
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Do you delight your consumer?
Do you give them something that is unexpected?
Something extra?
All too often, businesses get caught up in the day to day work of ‘taking care of business’. They overlook what the consumer is experiencing. They miss the consumer insight about what the experience should be like.
Beyond a focus group, which is no longer effective, you have to figure out how to get inside the head and heart of the consumer. True account planning, with in depth consumer insight research, is the way to discover how to change the conversation.
Once you know what they are expecting, then you can exceed their expectations.
When you can develop an emotional connection, then the consumer will become engaged with your company and product.
Then you can delight them.
photo by Brigitte Kowanz
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