Customer Experience

Ditch the 100-page Brand Bible. Learn why fast-moving SaaS companies need a "Liquid Brand"—a testable, agile operating system built for the AI era.

We are standing at a crossroads in the evolution of commerce. On one side is the path of total automation—a world of "frictionless" transactions, invisible workers, and chatbots that mimic empathy without ever feeling it. It is a world where the engine is loud, but the soul is quiet. On the other side is the path of the Human Dividend.

Every year, retailers engage in a high-stakes arms race to see who can crack the collective emotional veneer of the public. In the UK, we usually look to John Lewis to lead the charge. But this year, the crown has arguably been stolen by a French supermarket chain.

The biggest strategic mistake executives are making right now? Treating customer service AI as a cost-reduction checklist. They're rushing to automate everything without ever asking the $1M question: "When does this interaction demand human judgement?

In this article, I test different strategic frameworks to explore how On can move beyond performance to become a lifestyle choice.

Brand portfolio mergers are often seen as simple exercises in corporate restructuring. However, the reality is far more complex.

Discover how to turn an innovative water concept into a market hit.

Taking a holistic approach to business and brand development is about recognising that success goes beyond bottom-line results.

The concepts of personas and archetypes are often interwoven in customer experience design, but their application differs.