Michael Stutts (BSBA ’02), principal at The Boston Consulting Group, delivered the first lecture of UNC Kenan-Flagler’s new Consulting Speaker Series earlier this year. Stutts, who focuses on BCG’s consumer, marketing and sales practice areas, shared his experience working on a project with a top hotel company in his presentation, “Getting Out of the Arms Race: Branding a Loyalty Program.” While branding has traditionally been ruled by emotion and “what feels right,” Stutts says that consulting in this area is beginning to take a much more data- driven approach. “What used to be marketers sitting in a room, squeezing toys, throwing out ideas and brainstorming has now become a very quantitative process that we really pioneered,” said Stutts. “We do Read More
Tag Archives: marketing
If your customers don’t win, you can’t win for long
11/09/2010 – 9:05 am
If your customers don’t win, you can’t win for long. You have to do something for your customer that makes your customer better off financially and get credit for it. You want your customer to feel like they are a valued partner and that both companies working together benefit financially. Then, your customers are likely to give you more and more of their business. Somehow, many companies have lost their way and became too focused on what is important to them and how they can win. While these are important considerations, to win long-term, in a sustainable way, your customer has to win. If you think about two companies, so you’re not just talking about two individuals, you’re talking about Read More