The Translator Who Learned the Words But Not the Language.
Brands have more customer data than ever. They use it to personalise the words. Jenny Thomas identified the failure that happens next — in 1983, before MarTech existed.
Hetvabhas — Independent Analysis of Brand Communication
Latest articles
The Library That Never Threw Away a Book.
Why the subscriber list your brand is protecting as its most valuable asset may be the thing quietly destroying its ability to reach anyone.
The Hotel That Gave You a Perfect Room and Forgot You Were Checking Out.
Daniel Kahneman proved in 1993 that the end of an experience governs how it is remembered — regardless of everything that came before it. Brands are investing as though the opposite is true.
The Map That Was Accurate When It Was Drawn — In 1987.
Why the customer your brand is personalising for — right now, with sophisticated data infrastructure — may not have existed for two years.
The Fisherman Who Poisoned the Lake to Catch More Fish.
What brands are doing to their own communication channels — collectively, rationally, and without realising it — and why Garrett Hardin predicted this in 1968.
The Surgeon Who Performs the Operation and Leaves Before Checking If the Patient Woke Up.
Why AI in customer service keeps closing tickets the customer never felt were resolved — and the documented psychological mechanism explaining exactly why this happens.
Imagine You Proposed Marriage Over a Traffic Announcement.
What that has to do with your CPaaS strategy is going to bother you for a while.