Markrening

Markrening is a concept used in some marketing circles to denote an integrated approach to market engagement that combines market research, brand strategy, and customer experience design to create coherent value propositions across touchpoints.

The term appears as a neologism in Norwegian- and Swedish-speaking marketing discourse in the early 2020s, but there is no universally accepted definition or standard methodology. In practice, markrening is used to describe efforts that align product development, messaging, and channel strategy with insights about consumer needs and competitive dynamics.

Core principles include customer-centric insight, cross-functional collaboration, consistency across channels, and measurable impact through dashboards and KPIs. The approach emphasizes iterative testing, rapid learning, and the ability to adapt strategy based on data rather than isolated campaigns.

Typical activities include market segmentation and persona development, value proposition design, brand storytelling, omnichannel planning, experience design, and performance analytics. Tools commonly used are market research platforms, marketing automation, and experimentation frameworks such as A/B tests and multivariate tests.

Reception is mixed: advocates argue that markrening helps avoid fragmented communications and strengthens return on investment, while critics warn that the term can be vague or overlap with existing integrated marketing concepts.