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Recent Markitects' posts

December 15, 2015


What marketing can learn from Xmas? It's that time again! The tree, sparkling red & green decorations, smell of speculaas-spices, 50's Jingle Bell songs, 4 red candles & funny reindeer lights @ the neighbours, ...


We do everything we can to make it warm inside & cheer everyone up in the cold winter. Is there anything useful from this particular experience of Christmas that can be applied back to the marketing science?


We've dissected the Xmas-shopping trip for you, and reverse-engeneered it to push your marketing up the emotional ladder.



Whenever you make a gift to someone, you desperately try to avoid the anonymous 25€ voucher from a cheap r...

October 16, 2015


It’s mandatory these days to say you’re customer-centric. Or patient-centric. Or consumer-focused. That you’re REALLY caring about what the consumer says. That you LISTEN. Why is it then, that consumers kinda smile in disbelief, saying “yeah, yeah, right”? People know that brands are after their dollars. If brands ‘pretend’ to listen, they are skeptical.  How do you credibly listen?


A. Do we watch’m or try to anticipate?


Consumer goods companies (aka fast-movers, FMCG, CPG) have a long tradition of researching consumer wants & needs on a continuous basis. “They’d only ask faster horses”, would argue Henry Ford or “People don't know what they want...

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