Couverture de Frictionless Growth Marketing

Frictionless Growth Marketing

Frictionless Growth Marketing

De : Sonia Thompson | Inclusive Growth & Customer Experience Strategist
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 Brand growth today depends on removing friction from your marketing and customer experience to attract and retain more of the people you want to serve. Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day. Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive sustainable growth by designing frictionless customer journeys, building trust with identity-rich growth communities, and adapting to changing consumer expectations with clarity and confidence. Each week, you’ll hear practical insights, real brand examples, and candid conversations with marketing leaders and subject-matter experts on: Brand strategy that fuels long-term business growth in the age of modern marketing Customer acquisition, retention, and loyalty in today’s market How friction shows up across the customer journey — and how to remove it Identity-driven marketing, cultural relevance, and belonging What’s actually working now with today’s values-driven consumers If you want to reach more of the people you’re meant to serve — and convert more of them — without relying on outdated formulas or brute-force tactics, Frictionless Growth Marketing will show you the new rules of modern marketing and growth. Because when you remove friction, you remove barriers to growth — for your customers and for your business.Sonia Thompson Economie Marketing et ventes
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    Épisodes
    • 200. The Glitch in Modern Marketing — And How It’s Harming Brand Growth

      200. The Glitch in Modern Marketing — And How It’s Harming Brand Growth
      Jan 29 2026
      Modern marketing excels at personalization — until it reaches one consistent area where many brands still break down, costing them growth and frustrating customers in the process. In this milestone episode, Sonia Thompson explores The Glitch in Modern Marketing — and why brands that are otherwise sophisticated in growth marketing and customer acquisition often hesitate, stall, or retreat when identity enters the picture. Marketers know how to tailor products, experiences, and messaging by behavior, lifecycle stage, and preferences. But when personalization intersects with human identity, that rigor often disappears — replaced by assumptions and a return to “general market” thinking. This episode breaks down: Why identity shapes how customers decide what’s “for someone like me” How general market marketing quietly creates friction and lost sales Why asking customers to adapt is no longer a neutral choice And how integrating identity completes personalization — instead of complicating it If growth feels harder than it should, this episode will help you see what’s been missing — and how to fix it. Find out what's slowing your growth: www.frictionlessgrowthlab.com/quiz
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      15 min
    • 199. Brand Growth Strategy in 2026: 5 Marketplace Shifts Reshaping How Brands Grow

      199. Brand Growth Strategy in 2026: 5 Marketplace Shifts Reshaping How Brands Grow
      Jan 22 2026
      Many brands are finding that the growth strategies that once worked aren’t delivering the same results anymore. In this episode, Sonia Thompson breaks down the marketplace shifts reshaping brand growth strategy in 2026 and beyond — and why traditional growth playbooks are falling flat. From trust becoming a real constraint on growth, to discovery happening in entirely new ways, this episode explains what’s changed in the market — and what brands need to do differently to grow today. If your brand’s growth feels harder than it used to, this episode will help you understand why — and how to adapt your brand growth strategy for the market we’re actually in. Take the Frictionless Growth Quiz to identify where your brand may be creating hidden friction: frictionlessgrowthlab.com/quiz Also mentioned in this episode: Episode 198: The Growth Strategy Behind Crayola's Global Initiative Engaging 17 Million Kids | Brand Strategy and Customer Acquisition Case Study - https://www.frictionlessgrowthlab.com/brand-ecosystem-crayola/
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      25 min
    • 198. The Growth Strategy Behind Crayola’s Global Initiative Engaging 17 Million Kids | Brand Strategy and Customer Acquisition Case Study

      198. The Growth Strategy Behind Crayola’s Global Initiative Engaging 17 Million Kids | Brand Strategy and Customer Acquisition Case Study
      Jan 15 2026
      In year one, Crayola launched a global initiative expecting to engage about 500,000 kids. Instead, more than 2 million participated. Five years later, that same initiative now engages over 17 million kids across more than 120 countries. In this episode, Sonia Thompson breaks down the brand strategy and customer acquisition approach behind that scale with Crayola’s Chief Marketing Officer. Together, they explore how the brand designed a global initiative rooted in inclusive marketing principles — and how focusing on engagement across the customer journey became a powerful engine for building trust, relationships, and long-term growth. You’ll hear how Crayola: Used brand strategy to design a global initiative that scales year over year Approached customer acquisition through participation, not promotion Built an ecosystem across products, experiences, and content Applied inclusive marketing to engage diverse audiences worldwide This conversation offers a clear lesson for modern brands: sustainable growth comes from engaging customers throughout the journey — not just reaching them once. If you’re curious how other billion-dollar brands are driving growth in today’s market, I’ve linked my Billion-Dollar Brands Roadmap in the show notes. It breaks down the strategies leading brands are using to build relevance, trust, and loyalty at scale. - www.frictionlessgrowthlab.com/roadmap Crayola Creativity Week 2026 - https://www.crayola.com/learning/creativity-week
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      27 min
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