Dr MAWO Martin
Researcher Marketing PsychicBusiness Strategist and Sales & Marketing Expert, specializing in behavioral science research within the tea and coffee industries.
Your First Customer Should Be Your Employees, How Real and Feasible Is It?
It sounds poetic “Your first customer is your employees.” But beyond the quote, there’s a practical truth that defines whether organizations build sustainable growth or struggle with silent disengagement. 1. Employees Are the First Market You Must Convince Before your...
Why City-Centric Development Weakens Nations and How to Build Prosperity Everywhere
Across the developing world, cities are expanding at an unprecedented pace. Governments, investors, and talent are all drawn to the same urban centers chasing opportunities, infrastructure, and visibility. But when development becomes too city-centric, it quietly...
The Secret Behind Long-Lasting Family Businesses: An Obsession with Customers
Across Africa, many family businesses fail to survive beyond the first generation not only because of poor succession planning, but also because of a deeper issue: a lack of marketing and customer focus. While founders are often driven by passion and hard work, they...
Why Clients Don’t Just “Get It” And What to Do About It
In business, one of the biggest frustrations is this: Clients don’t always do what we want even when it seems obvious. We might assume that if our product or service is clearly valuable, clients will naturally understand and take action. Or that if we explain things...
How Marketing Can Create Human Happiness
Introduction: Marketing Beyond Sales Most people see marketing as flashy ads or persuasive campaigns. In reality, marketing is about people, psychology, and happiness. It connects customers with what they value most, makes life easier, and helps businesses build...
When Ads Are Forbidden: How to Build a Lifestyle Brand Through Psychology and Human Behavior
Imagine trying to sell in a world where advertising is forbidden. No billboards, no flashy TV spots, no paid social media campaigns. Just silence. This is the reality for many industries today, from alcohol and nightlife to wellness products and finance, where strict...
Beyond the Numbers: How Human Intelligence and Collaboration Make Marketing Data Truly Powerful
In today’s business world, marketing and data mining are often treated as silver bullets. Every click, like, and purchase seems to be tracked, analyzed, and fed into algorithms. But here’s the inconvenient truth: data alone doesn’t guarantee smarter marketing. When...
Sonic Branding: How Sound Logos Build Emotional Loyalty
“You can close your eyes but you can’t close your ears.” Anonymous When most people think of branding, they think visuals: logos, colors, typography. But there’s another layer equally powerful, and often more emotionally resonant: sound. Think about it. * Intel’s...
The Silent Influencer: How Background Music Shapes Consumer Behavior in Physical Spaces
“Your customer may not remember the furniture, the lighting, or even the product... but they’ll remember how the place made them feel. And music is the feeling.” Walk into a luxury hotel, a fashion boutique, or even a fast-food chain and listen. There’s a soundtrack...
The Sound of Persuasion: How Music Turns Listeners into Buyers
“If your product had a voice, would people sing along?” In an age where attention spans are shrinking and consumers are bombarded with visual content, the most powerful tool in a marketer’s arsenal might not be the next flashy video or viral image it might be music....
Creativity in the 4Ps Marketing Strategy of the Tea Industry
In today’s competitive beverage market, creativity in tea marketing is more important than ever. With hundreds of brands vying for attention, successful tea businesses must think beyond tradition. By applying creative strategies to the 4Ps of marketing Product, Price,...
How to Stay Competitive in a Saturated Market: Strategies for Success in a World of Abundance
In today’s saturated market, where product options are overwhelming and consumer attention is fragmented, businesses face a critical question: How can we stay competitive when everything is available to everyone, everywhere? Gone are the days when companies could...