Marketing has grown more complicated, media choices have exploded, and consumers have asserted themselves more visibly than ever before. So perhaps some of the classical ways to understand and visualize marketing concepts, need to change and evolve too.
Forbes.com shared some information from Forrester that found that 53% of U.S. online consumers research products online that [...]
BNET recently discussed The Gap’s logo change and the quick abandonment for something that looks much more like the original.
These ideas could share some new insights about brand management.
Consumers own brands. Your brand does not have any value until it is valued by your customers. You might feel your business needs to be rebranded or [...]
Low- and high-end fashion products tend to have less conspicuous brand markers than midprice goods, according to a paper published in The Journal of Consumer Research. 87% of sunglasses priced $100 to $200 carry a brand name or logo, the same is true for only 28% in the over-$600 price range, according to research by [...]
As a tribute to cute costumes and a way to help you consider a possible branding message, we want to share some highlights from Harvard Business School professor, Anat Keinan.
The weaker party is often more attractive to many people. The reason might be due to consumers wanting to identify with the underdog. In today’s economically [...]
The graphic from the previous post about Word of Mouth showed that advertising, including direct mail, is the most important factor of consumer purchasing decisions during the “initial consideration” phase of the purchase decision making process.
Consumers “pull” information to them later in the purchase decision process.
How can we help you use direct mail to help [...]
We have posted a few articles about branding and why it is so important in marketing. We thought it might be helpful to suggest some ideas to help you refine and define your brand.
What is a brand?
the outside view of the company, product or service.
the sum of all relationships between buyer and seller.
the most important [...]
Andrea Syverson suggested some ideas in Target Marketing Magazine to get you started in your thinking about how to differentiate your brand.
We like to cheer for the underdogs, they try harder. These “underdogs” seem more comfortable in their own brand skins. They are original. They are daring. They are independent thinkers.
What about your brand? I [...]
Andrea Syverson recently asked some great questions for readers of Target Marketing Magazine.
Questioning is the precursor to innovation. Alfred North Whitehead, a British mathematician and philosopher, said, “The ‘silly question’ is the first intimation of some totally new development.” After years of questioning, there really are no silly questions.
Even Jerry Greenfield’s (of Ben & Jerry’s [...]
Trendwatching.com posted an extract from The Globe and Mail discussing the trend of helping consumers “feel good”.
“Paying it forward” is an old idea with new life lately. Many different major brands have launched promotional campaigns that blur the line between business and philanthropy.
Benjamin Franklin pioneered the idea more than 200 years ago when he lent [...]
Deliver Magazine provided some thought provoking questions for many organizations and their marketing teams.
You spend hours crashing through strategy documents, pulling out nuggets of customer insights, determining differentiators in the industry and understanding what it is that makes your corporation unique. And in the end, you have a vision of who and what your company [...]