Strategy Archives - Itani & Company
Four Steps to Create Powerful Customer Personas

Four Steps to Create Powerful Customer Personas

In my last blog post about making the best use of seasonal or forced downtime, I highlighted the creation of customer personas. As marketing is about creating the most suitable products to meet the needs of the people we serve, we can’t do that well until we define...
Building Brand Advocates

Building Brand Advocates

By Jacqueline Perrottet Tels It is commonly thought that happy customers are the best advocates, but what about happy, educated employees? Employees who understand and believe in your company’s values, vision, and goals are the foundation needed to build a...
Getting Cause Marketing Right

Getting Cause Marketing Right

By Jacqueline Perrottet Tels Cause marketing is an important aspect of brands’ overall marketing strategies. Younger generations, specifically Gen Z, are linked to supporting brands tied to a purpose. This is not new information, but a recent report from DoSomething...
Do you like Egyptian food?

Do you like Egyptian food?

A few weeks ago I was driving down Sheikh Zayed Road in the afternoon and passed by a large Egyptian restaurant in one of the new highway adjacent retail buildings that have become popular with F&B joints. When I looked at this restaurant I couldn’t believe...
The Power of the Pivot

The Power of the Pivot

Launching a business or new product is such a personal thing. Months and sometimes years of quiet planning, endless working, and continuous praying go into bringing something new to market. Along the way, most founders begin to intertwine their own personal sense of...
How do I win back lost customers?

How do I win back lost customers?

Customer retention management is a tricky thing. Many businesses focus obsessively on bringing in new customers and forget about their existent ones. Because of this, they often lose the clientele they’ve already worked hard to gain because they show no interest...