Entries by Michel Dubery

Trying to influence someone?
Offer them lunch or ask for a favour?

If you are stuck with an approach strategy to a particular person or group of people, it may be worth stopping thinking about what you can do for them, and think of what they can do for you. When creating customer strategy, we often focus on changing attitudes or beliefs. Even though it’s often more […]

Why do customers sometimes seem blind to your new messaging?

Ever wondered why customers haven’t noticed new information about your brand? Why it’s so difficult to change an established position in their minds? Maybe it’s not because they won’t, it’s more that they can’t. Our evolutionary history has always been about us as a species, learning and trying new things. But if that had been […]

Implementing the reward mechanism to encourage behaviour change

As grown-ups in the 21st century, we are all patently aware of what we should do to live a healthier life. So why is there still a large proportion of the population that seems unable to do the right thing and make the correct decisions for their health? A couple of things in this statement […]

Why apps that fail to reward ultimately end up failing

I was in a client meeting the other day when I was asked a very blunt question. We were talking about behaviour change, gamification and apps. His question was simple. “Why do many apps, gamified or not, suck and fail?” From a fail point of view, probably the main cause of failure is that no […]

Are you making the classic multichannel marketing mistake?

When we consider MCM it is vital that we remember what the last ‘M’ stands for – Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit”. Fundamentally, this still defines how we approach marketing strategy and MCM as […]