Motista

As any executive at a financial services firm knows, organic growth is hard to come by. The underlying fundamentals in most developed markets just aren’t favorable. Growth in population and household incomes in most markets is low. Millennials are taking their banking, borrowing and investing needs to digital alternatives, and investment firms are seeing the […]

Banks know more about their customers than ever, and increasingly are trying to get more use out of that information. The results can be convenient, or just creepy. Banks can look at customers’ debit-card and credit-card transactions, online-bill payments and account activity to see what they’re buying, who they’re working for and other information. Now, […]

While CPG firms have historically set the benchmark for other industries in understanding customer needs, delivering consumer benefits, and building powerful brands, they are not connecting at an emotional level nearly as well as they could. As a result, revenue and profit growth have become increasingly elusive. Across a wide range of industries, customers whom […]

Advertising is a curious mix of fact and emotion. But while facts are easy to come by and measure, marketers have always struggled to measure the emotion customers feel for their products. While an advertisement that presents a list of facts about why a given product is superior will often fall flat, what works is […]

As consumers, we all feel the impact of the emotional bonds we have with certain brands. We tell stories about them. We defend them with our friends. We forgive them when they get things wrong. In fact, we’re often reluctant to think they actually did get things wrong, preferring to blame someone else we’re less […]