Trust is the easier part of the branding equation. The harder part of branding-building is creating desire for YOUR brand. Brands are delisted by retailers not because of lack of trust but when they are viewed as redundant.
Jun
29
What’s a Researcher Like Me Doing in a Place Like This?
In: Research is Cool, advertising, branding, innovation, listening, research transformation
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Could a marketing researcher bring a new, edgy perspective that others would find compelling? Yes! Blogging for Fast Company Magazine on marketing, advertising, and innovation.
Apr
17
This is the first of a two-part blog on marketing in a recession.
Our economy has taken a triple hit. First, we were buffeted by rising gas prices, then a wave of inflation that hadn’t been seen in 30 years, and then the current recession. For many, this “perfect economic storm” has changed our [...]
Mar
14
Brand engagement, turning people into ambassadors for your brand, getting them to be social media Johnny Appleseed-s all SEEM like the holy grail in a social media world. Certainly, a marketer should position a brand in that magical way that creates a special “walk on hot coals” kind of love between customer and brand. Right?
Maybe [...]