Marketing and Research Consulting for a Brave New World
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Marketers are in a world where the great majority of brand-consumer relationships are based on non-exclusive brand beliefs which explains why many brand purchase decisions are made at retail. Marketers need to dial up the exclusivity of what their brand means or will remain challenged to support their price differential vs. store brands.

I’ve always had a love-hate relationship with measuring brand awareness, especially aided awareness. What a CPG marketer really wants to know is how to get their brand noticed at retail.

Brand equity refers to the size of a brand; brand health refers to its trajectory. Here are 8 signs if your brand is healthy.

Marketers, take note: the curiosity impulse can lead people to discover and engage with your brand. Curiosity short-circuits the linear funnel from awareness to interest to desire, blah blah. Curiosity leads to purchases that are serendipitous and often spontaneous.

In a long-tail world of choices that are sometimes not very functionally different, perhaps “interesting” is the new “better”.

Baseball has amazing assets to on which to rebuild its brand. In the movie City Slickers, around the campfire one the friends said, “When my father and I had nothing else to talk about, there was always baseball” True dat.