Hasta La Creative!

Marketing has never been so critical to company success. Customer experience has become one of the key differentiators and drivers of growth in the market today. Seventy-five percent of marketing leaders now own or share responsibility for a P&L, and growth has become a primary charter for 68% of them. Clearly, much depends on the success of your marketing executive’s ability to drive change.

However, even though marketing influence has expanded immensely over the last few years, marketers still find big challenges in the lack of direct control over many of the touch points where critical interactions between customer and brand promise take place. So, in the absence of end-to-end control, how can you most effectively influence those interactions?

Everyone who has tried to create change knows even the most brilliant initiatives can fail because people, for one reason or another, just don’t support them. It can seem like a mysterybut it turns out that some behavioral economics principles can help untangle the reasons for this. When used strategically within your organization, they may be able to help you shift old behaviors that could be inhibiting your ability to deliver on brand promise.

Continue reading at AdAge.com