The Blue Feathers Journal

Brave enough to give your client what they didn’t ask for?

Picture the situation. You work at a brand or marketing agency, and your client comes to you with a problem to solve. But they already have the solution in mind: ‘It’s simple – we just need a new strapline /… show more

How to involve customers for winning strategies and propositions

As a marketer, product manager or proposition director you know that focusing on your customer is essential for effective strategies and propositions, and it can supercharge innovation and growth. But how do you manage customer involvement, and how much of… show more

How to choose the loyalty rewards you offer

When people think about loyalty programmes, often the default is to think of a complex reward scheme with a blend of discounts and points which encourage customers to engage more frequently or buy more from a brand. And if you’re… show more

Why marketing strategy matters

Getting the foundations right: why marketing strategy matters   Attention-grabbing campaigns are often the most visible element of a brand’s marketing activity, but for long-term success it’s vital to lay a solid strategic foundation for the brand. In this short… show more

The Loyalty Ladder

Loyalty programmes can take different forms, from one-off offers to points, recommend a friend schemes or exclusive VIP programmes. And they can involve a wide variety of reward types from freebies to money off, access to exclusive content and charitable… show more

Creating a positive working culture

We’re proud of the great work we produce at Blue Feathers, and we know that our culture – built around flexibility, trust and a focus on outcomes – plays a key part in making that possible. In this short article… show more

The art of crafting impactful customer propositions

Ever marvelled at how global brands navigate the intricacies of launching products across multiple markets, captivating their customers attention in a crowded space and fostering lasting loyalty? Picture yourself in a fast-paced arena, like some of our global clients at… show more

How good process can drive collaboration and creativity

At Blue Feathers, we’re fortunate to work with some great clients, helping them build incredible brands with customer-centric propositions and brilliant teams. Within this, we have significant experience in designing and helping to implement effective marketing processes. The very things… show more

The ‘Think, Feel, Do’ tool – what it is, and why we like it

The power of the ‘Think, Feel, Do’ tool Having studied and worked in marketing for many years, I’ve used various models and frameworks to develop brand strategies, marketing plans and customer propositions / innovations. Still, when our founder Susie Partridge first talked… show more

The humble Brand Key

The humble Brand Key – managing your brand starts with a single page! If you’re in the world of brand and marketing, you’ve probably heard of a brand key. It’s a framework that captures the key attributes of a brand… show more