TQO’s methodology hub for understanding marketing as a living system of value exchange between a brand and its audience, connecting growth, customer journeys, demand capture and conversion.
Sydney Sweeney and “Flight” When someone writes, “Wait, why have we even normalised seeing clothes only on perfectly built, Photoshopped people?” — that question usually hides a more basic blind spot: what a brand actually sells. It hits hardest in B2C, in brutal categories, in mass segments where product utility stopped being unique years ago. […]
Read moreEverything comes down to the “emergence” — the way two situations become real at the same time: A client who keeps finding money to keep going, all the way to the end. A contractor who keeps grinding and refining practice, all the way to the end. That’s it. Class dismissed. You may return to your […]
Read moreI’ll paraphrase a point Dmitry Rumyantsev has made more than once: why you shouldn’t be afraid to share your internal kitchen — and why I’m going to keep making lectures and explaining how our HADI cycle is built. The reason is implementation. You can describe a great workflow in detail. Two hours of talking. Clear […]
Read moreI have a stubborn belief: clients who don’t read our reports behave like a classic angry Pinocchio — carving their own problems with their own hands. Why? Because our report isn’t a formality. It’s a decision-making tool. And a decision made without data is like jumping with a parachute while blindfolded. Maybe you’ll get lucky. […]
Read moreI’ve had two consultations. In the first one, it was predictable: they weren’t thinking about this. In the second one… I honestly don’t even know what to say. This is, once again, about qualified leads. So I’ll repeat my “qualified lead square” just in case: In both consultations we talked about the conversion funnel: how […]
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I’ll say it right away: positioning is not an easy thing. Most likely you won’t “solve” it in one attempt. This article is meant to push you into doing the work. How your positioning will take shape Why positioning matters Positioning exists to help you stand out. In everyday language, people call it “differentiating from […]
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This article answers these questions: – How do you work with positive and negative customer reviews? – How do you use customer reviews to promote a company? General notes: Let’s first look at reviews through the lens of the customer journey, including customer experience (CX). 1. First, a potential customer feels they have a need: […]
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1. Why did I need this tool? In digital marketing, just like in its “ancestor”, a lot depends on the specialist’s background. Especially if it’s not your first profession. I studied philosophy, spent 10 years in IT, and I ran into a problem: a USP — a unique selling proposition (УТП; unique selling proposition) burns out fast if you don’t […]
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Foundation A marketing framework is, in plain language, a “working frame” for marketing. There are HUNDREDS of marketing frameworks. 4C and 4P are the ones we use in our approach for these reasons: First, they’re simple frameworks for building a strategic base for a brand. Second, they work like binocular vision. Both frameworks describe the same reality, […]
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EasyLife online platform promotion strategy About the project We’ve already met the EasyLife brand before. In April 2022. The results of that meeting are described in this VK case study (VK / VKontakte — the biggest social network in Russia; think “local Facebook”). I’ll briefly recap them here: Back then, we spent next to nothing […]
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