What We Think...
Read about some of the things that get us up in the morning - other than tea or coffee...the eternal debate!
Most Popular
The Value Exchange Audit: Pinpoint the best points of value to maximise your customer’s experience.
A 2 minute read
Leveraging the value exchange within the customer journey is important because our research shows that doing so provides an average uplift in customer spend of 27 per cent.
Converting one-time buyers into repeat customers.
A 3 minute read
No matter the number of records, the average retail database will be made up largely of people that either have yet to buy or who bought once but not since.
Which one are you? The emergence of workplace tribes.
A 3 minute read
As Covid restrictions across the UK lift once again, stories of people returning to the office are becoming more commonplace.
Making hay whilst the sun shines: How to reactivate customers quickly and at scale.
A 5 minute read
So the shops have reopened and we’re back to cautiously treading the path to normality. Where the path leads, no one is quite sure but this is all of our ‘normal’ now and that means making hay whilst the sun shines.
Driving value through the Peak-End Rule.
A 3 minute read
There are four major types of value; functional, monetary, social and psychological. For brands developing an understanding of how to best leverage each type of value in the right measure for their specific customer cohorts is critical.
Muda in marketing: How to turn waste into value.
A 4 minute read
Here at The Thread Team, we hate waste. Detest it. One of our driving principles is the abolition of wasted talent, wasted opportunity and wasted investment. We question out-moded ways of working in order to tackle the scourge that is wastage in marketing.
The Value Exchange Part 2: Different types of value.
A 3 minute read
Value, like beauty, is in the eye of the beholder. Different disciplines have very different views of value. In accounting terms, value is the monetary worth of an asset, business entity, goods sold, services rendered, or liability or obligation acquired.
The Value Exchange: An Introduction.
A 2 minute read
It’s a concept we’ve all been getting to grips with. It refers to the much-lauded contract where consumers (we) merrily share our valuable time, attention, personal data and association in return for a customer experience that meets and hopefully, exceeds our expectations..
The Christmas curse of the One-Timer and what to do about it.
A 4 minute read
One of the earliest demographic studies was Natural and Political Observations Made upon the Bills of Mortality (1662) by haberdasher John Graunt.
The power of missions created using Zero Party Data.
A 4 minute read
Bringing together creativity and insight, data and technology to design experiences that meet - or better exceed - the expectations of each of us is now more important than ever before.
Preparing your business for Lockdown #2.
A 3 minute read
As many predicted, England is now entering into a new lockdown, albeit not quite as strict as its predecessor, but debilitating for the UK economy nonetheless.
Orchestration is key for the next 12 months.
A 3 minute read
It goes without saying that the next 12 months aren’t going to be a walk in the park. As we approach winter with the R rate rising, we’re all aware of the knife edge on which we are currently teetering.
Retail must make do and mend.
A 2 minute read
Retail is fun, fast-paced and super competitive. It can also be frustratingly tactical and short term. So, when push comes to shove and the chips are down, the Pavlovian response to discount a way out of potentially troublesome situations is high on the list of the retailers playbook.
When personalization crosses a line.
A 5 minute read
Personalization is a double-edged sword. On the one hand personalization can make you feel special. Who does not like to be greeted by name at a favorite restaurant?
The great return to work: It’s now a case of adapt or die.
A 4.5 minute read
Back in 1980 when Dolly Parton’s 9-to-5 hit the charts, employers could be hard task masters. Workers’ rights were pretty much non-existent and the concept of a work-life balance was unheard of.
2020 and beyond: Is your brand orchestration-ready?
A 2 minute read
Marketing orchestration is nothing new. In fact it is really quite old. It first came to prominence back in 2013, the year that HMV first went bust, the horse meat scandal shocked the country, Prince George was born and Facebook and Twitter both went public. Seems like eons ago, doesn’t it?
Why business growth relies on the acceptance of negative space.
A 3 minute read
Designers everywhere know about the hidden images within the Toblerone and FedEx logos that unlock the subliminal power of the brand’s purpose.
Monetising owned media in the era of opt-in.
A 4.5 minute read
Are you making the most of your owned media? And if not, what to do about it. Since GDPR came into force almost two years ago marketing relevance has increased with consumers now enjoying better targeted communications.
Covid-19 and the age of ‘Digital First’ – How ready are you?
A 4 minute read
It’s taken a long time to arrive – you’d be within your rights to dismiss it as an over-used, superannuated concept more at home in the Marketing departments of the mid-2000s than in the heart of COVID-19 country.
Why technological agnosticism matters.
A 2.5 minute read
All too often we hear stories about marketing activity that has not performed as well as had been promised. There are of course a variety of reasons why this might be the case.
A 20 minute read
In 1964 the father of modern business consultancy, Peter Drucker, extolled that ‘the purpose of a business is to create a customer’ and the idea behind what was to become CRM and latterly CX was born…