Buyer Personas have become a standard part of the marketing toolkit for creating customer empathy. But where they can go wrong is failing to reveal why customers make the decisions they do, according to persona design authority Jim Kraus.  

These days it can be risky for brands to take a stand on social issues or promote inclusiveness. But if marketers are able to honestly depict the diversity of society in their brand communications, their message has a far greater chance of being heard, according to cultural theorist Anastasia...

Companies still tend to over-invest  in the acquisition of new customers while paying scant attention to relationships with existing customers. The solution to correcting that imbalance, argues value creation expert Allison Hartsoe, is knowing the collective lifetime value of all customers, known...