Identify a need, then fill it… simple, really

What do corporate social responsibility, “the retail fight-back” and “love” have in common (apart from being topics in last week’s Marketing Week)?

All three articles tried to suggest something revolutionary – give people what they want and they’ll repay the compliment.

It appears McDonald’s, Marks & Spencer and Saatchi & Saatchi have just discovered that business and marketing are all about human nature, it’s what makes the world go round – you scratch my back, I’ll scratch yours. Relevance is key, of course, so whether you want your customers to buy more, or your boss to pay you more, it’s critical that you find out what they want from you first, and then deliver it.

Andy Maxwell

Creative director

Intelligent Marketing

London NW1

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