Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
How to define a brand territory? Definition and examples
Mar29

How to define a brand territory? Definition and examples

For companies, defining a brand territory is an essential aspect of their marketing positioning. For this reason, it responds to key issues of consumer behavior and brand image. It pushes brands to question their intrinsic values and the expectations of their target market. In this article, we look at the distinctive elements of this practice. We also propose 3 examples of well-defined territories to help you better understand the ins and outs of this territory. IntoTheMinds helps you rethink your marketing strategy!...

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Growth hacking: 3 techniques that have driven me crazy (+ 1 bonus)
Oct03

Growth hacking: 3 techniques that have driven me crazy (+ 1 bonus)

Are you looking for additional customers at a low cost? Outbound marketing is the answer. At least … that’s the theory sold to you by the self-proclaimed “growth hacking” specialists. Growth hacking, adopted by everyone and especially by amateurs, also leads to real disasters. I can’t resist sharing with you 3 examples of bad growth hacking techniques (#3 is surprising). The techniques used are quite diverse, but all had the same effect: bugging me. You will also find a bonus...

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Alain Milliat: interview of a successful entrepreneur
Mar06

Alain Milliat: interview of a successful entrepreneur

Today we inaugurate a new article format. We wanted to give a voice to people that we hear too little in our opinion: successful entrepreneurs who have managed to master the difficulties of entrepreneurship and have grown their businesses. Besides interviewing experienced entrepreneurs we will also report on individual would-be entrepreneurs who have just started their business. Our guess is that comparing the two viewpoint will prove interesting. We begin our series with a successful and...

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Increasing customer satisfaction through expectations management
Mar10

Increasing customer satisfaction through expectations management

Managing expectations is key to increase (or just ensure) customer satisfaction. In this article we explore bit the mechanism of expectation creation based on one actual example : Coolblue How do expectations influence customer satisfaction You’ve experienced already it : you purchased something on the internet. You’ve been waiting several days on the delivery and when it arrives, you unwrap the parcel and you’re disappointed by what you just saw. This mechanism is called “expectation disconfirmation”...

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Stop asking a NDA when asking an offer for a market research
Feb03

Stop asking a NDA when asking an offer for a market research

We have recently a series of inquiries for market research assignments in Belgium where prospects asked for DNA to be signed before the first meeting. Here is why it makes no sense and why we’ll always refuse to do it. Not sure the info you’re about to reveal is worth an NDA The most common situation is that of would-be entrepreneurs who are sure they have found a 1-billion $ gap in the market. They are...

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Market research : organic food « baskets »
Jan22

Market research : organic food « baskets »

In 2009 we analyzed the market (link in French) of organic fruits and vegetables baskets in Belgium . We anticipated that some of the players on the market would soon die. What did actually happen ? Consolidation happened In 2009 the market was emerging and we took 3 players in our analysis : BioGusto, Cookitude, Reason2Be. We detected some serious problems in terms of online customer experience and online payment process and announced that we could hardly...

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Johnny Thijs: Belgium looses all-time most successful CEO in postal world
Jan08

Johnny Thijs: Belgium looses all-time most successful CEO in postal world

Political debates about the salary of bpost CEO will deprive Belgium of one its all-time most successful manager. As our article reveals, Johnny Thijs has outperformed all main postal operators CEO in Europe. Johnny Thijs salary: a political debate On Dec 23rd 2013 Johnny Thijs, the CEO of the Belgian postal operator bpost, announced he would not be candidate for a third mandate as CEO. This announcement followed a period of contradictory discussions at political level...

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24/05/2008 – 10/01/2014 : almost 6 years of blogging already
Jan06

24/05/2008 – 10/01/2014 : almost 6 years of blogging already

As most of you noticed we launched a new version of the blog just before Christmas. It’s now the third version in 6 years. The story of this blog on marketing started on May 24th 2008 as a blogspot presence and, in parallel, as a blog on the French magazine Capital.fr With the development of IntoTheMinds’ activities in market research, customer satisfaction consulting and entrepreneurs coaching, I felt the need to give the blog a more...

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Lessons learned on starting up a new store
Nov14

Lessons learned on starting up a new store

On Nov 4th 2013 we attended the Grand Opening of Ethnik, a client’s project which became reality after 13 weeks of intensive work. In lower-ranked locations, leverage customer loyalty Ethnik will enjoy an AAA location that we found near the European Commission in Brussels and which was quickly secured to avoid the competition from coming in. Such locations are extremely rare and most of the time a newcomer will not be lucky enough to find one....

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