4.6 Customer Relationships

If you’re starting to realize that developing marketing strategies, setting objectives, and executing tactics is a complex process, you’re absolutely right. Companies must juggle a range of variables, from product design and pricing to promotional channels and growth metrics. In the midst of all this planning, it’s easy to lose sight of the most important element: the customer.

Let’s take a step back and bring the customer into the conversation. Earlier, we explored how companies assess new market opportunities. Consider Canada Goose, a brand traditionally known for high-end winter parkas, expanding into new segments with lightweight jackets, sneakers, and seasonal streetwear. Now imagine the customer standing in a store or browsing online. They’re not buying outerwear for a polar expedition, they’re looking for something stylish, functional, and aligned with their identity.

That customer might be preparing for a fall city commute or a weekend getaway. They’re not thinking about corporate market segmentation models or the company’s diversification strategy. What matters to them is whether the product fits their lifestyle and reflects who they are. In that moment, the decision is emotional, practical, and personal.

In this section, we’ll explore how marketers like those at Canada Goose design strategies that keep the customer, not just the product, at the heart of the planning process. Understanding real customer stories helps brands create value that goes beyond utility and connects on a human level.

Creation note: This content was drafted with the assistance of ChatGPT, a language model developed by OpenAI, and was subsequently reviewed and edited by the author for clarity and accuracy.