The Thinking

Quadrangle's thinking on customer strategy, brand, and what it means to genuinely understand your customers.

Why understanding what customers value is the new game in town

Customer UnderstandingJune 2026

Why understanding what customers value is the new game in town

CX has improved, measurably. And still the commercial outcomes haven't kept up. This is a story about the limits of optimisation.

When AI owns the discovery, the relationship is all you have left

Customer UnderstandingMay 2026

When AI owns the discovery, the relationship is all you have left

Customer Experience

You've optimised for efficiency. But now, your customers feel like numbers.

Intentional loyalty: your best defence in an AI-driven marketplace

Customer ExperienceMay 2026

Intentional loyalty: your best defence in an AI-driven marketplace

Brands have known what customers want from loyalty for a decade. Acting on it is the hard part.

Customer ExperienceApril 2026

Brands have known what customers want from loyalty for a decade. Acting on it is the hard part.

More than marketing: where nostalgia creates real value for brands

Brand & PropositionApril 2026

More than marketing: where nostalgia creates real value for brands

It's ok to talk about women

Customer UnderstandingMarch 2026

It's ok to talk about women

Safety, value and instinct: what's really driving the UK car market?

Customer UnderstandingJanuary 2026

Safety, value and instinct: what's really driving the UK car market?

Brand & PropositionSeptember 2025

A new era for brand strategy and planning

Meet the new masters: the changing face of digital engagement in the UK

Customer UnderstandingAugust 2024

Meet the new masters: the changing face of digital engagement in the UK

Framework

7 Sources of Customer Value

Our proprietary framework for identifying and activating the drivers of customer value. Built from decades of work across sectors.

Customer value

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Frameworks, insights and provocations, no fluff.