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Despite its frequent inaccuracy, Big Data is commonly used to analyze the needs of different customers in the age of the Internet. Small data, on the other hand, owning to the possibility of conducting in-depth observations and obtaining keen insight, can uncover customers’ hidden desires and motivations that go beyond their surface behaviors. These two elements are what brand marketers need to locate, as they have the ability to lead to latent business opportunities. The 7C methodology can effectively gather and analyze small data, which can help us come up with a narrative that best fits the logic of consumer behavior. This, in turn, provides the basis for reaching definitive decisions in relation to brand marketing.
Martin Lindstrom is a worldwide know leading practical brand marketing experts. He worked as a brand consultant for several top-tier companies such as Disney, Pepsi, and Nestlé. In 2015, an independent survey involving 30,000 professional marketers granted Lindstrom the title of “world’s top brand marketing expert”. Furthermore, he was selected as one of the “100 Most Influential People” by Time Magazine, and Thinkers50 included him as number 18 on their list of 2015 top 50 management thinkers in the world.
