The word “consumer” is marketing-ese for slicing off that part of daily living that relates to what you can sell someone and throwing away the rest. When you study consumers you get incremental ideas; when you study humans you get breakthroughs.
Sep
1
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: advertising, branding, innovation, listening, Research is Cool, 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 “personal […]